Nationally recognized bakery brand Sprinkles has announced the expansion of its licensing program, targeting top-tier partnerships in categories across food and beyond. With its 20^th anniversary approaching in 2025, Sprinkles is strengthening its position as a global lifestyle brand across beauty, kids, home, apparel, food and beverage, and more.

Since its founding in 2005, Sprinkles has set itself apart with successful collaborations and innovative thinking. As the original gourmet cupcake bakery chain, Sprinkles transformed a nostalgic treat into a luxury dessert, blending tradition with a fresh, modern approach.

Sprinkles has partnered with brands like Kitsch to co-create body bars inspired by its best-selling flavors, and Mattel’s Barbie to celebrate the brand’s 65^th anniversary. It has also collaborated with top chefs Padma Lakshmi and Brooke Williamson to craft exclusive flavor profiles as part of their Female Chef Series, Lexus to promote their December to Remember holiday promotion, and organizations like Gold House to celebrate cultural storytelling.

“As we approach our 20^th anniversary, we are committed to continuing our investment in the growth and evolution of Sprinkles, extending our unique brand into new lifestyle categories,” says Justin Murakami, president and chief operations officer of Sprinkles. “Lifestyle is a high-potential space for Sprinkles, and this expanded licensing program will allow us to collaborate with best-in-class partners to deliver innovative products that resonate with our core millennial and Gen Z audiences. This move supports our vision of becoming a global lifestyle brand and highlights our ability to inspire joy and connection far beyond the bakery.”

The expanded licensing program will focus on developing co-branded products that extend Sprinkles’ playful luxury into everyday lifestyle categories.