The Hershey Company has inked a new licensing deal with Florida-based theme park company Falcon’s Beyond. 

Under the global agreement, Falcon’s will build and launch location-based entertainment experiences based on iconic Hershey’s candy brands like Reese’s and Twizzlers.

The plan is for every destination to offer a Hershey-inspired attraction, a “food and beverage experience” that lets visitors savor some sweets and treats, and a storefront selling unique branded products. The partners will unveil more details at a later date, including which city will be targeted for the first location.  

Falcon’s specializes in developing resorts, parks and other entertainment venues, as well as building multiplatform franchises from proprietary and partner IPs. It recently adapted the lore behind its Katmandu theme parks into a preschool series, and has plans to move the brand into other verticals like gaming and films. 

Back in October, Hershey’s president and CEO Michele Buck noted in a release that the company was planning to follow up its strong Q3 results with further efforts to engage consumers, including increased brand investment and more engaging displays through retail partnerships. 

Notably, Hershey’s has an LBE history that goes back to 1906, when it opened Hersheypark—an historic Pennsylvania-based amusement park featuring roller coasters, water rides and candy-themed attractions like Reese’s Cupfusion and Hershey Sweet Lights. The company also runs The Hotel Hershey in Pennsylvania, and a retail experience called Hershey’s Chocolate World that has locations across the US, Canada and Singapore.

The value of the global LBE market is projected to increase from US$3.5 billion in 2023 to US$11.8 billion by 2028, according to a May 2023 Markets and Markets report that noted a growing consumer demand for social and immersive experiences. An increasing number of kids brands have also been making big moves in this sector lately, from Crayola prepping its first international Crayola Experience, to WildBrain CPLG setting up a dedicated LBE division.

Pictured from left to right: The Hershey Licensing Company president Ernie Savo and Falcon’s Beyond CEO/co-founder Cecil Magpuri.