Hershey’s just teamed up with Pokémon to turn everyone’s favorite childhood characters into something even sweeter: collectible foil-wrapped Kisses. With 151 unique wrappers representing the original Kanto region Pokémon, this limited-edition drop is designed to spark nostalgia, drive collectability, and fuel grocery carts everywhere. Fans can also score a Collector’s Case and track their finds online. For bulk and retail buyers, this is a smart blend of branding, shelf appeal, and consumer engagement—proof that even the most classic candy can get a next-gen refresh.
Chocolate goes collectible
Hershey’s Kisses just got an epic glow-up—and a Pokédex entry.
- The Hershey Company and The Pokémon Company International launched a special-edition collection of milk chocolate Kisses wrapped in 151 different foil designs—each one inspired by an original Pokémon.
- The collaboration includes a first-come, first-serve Collector’s Case, designed to hold and display all 151.
- Fans can go digital, too: by visiting Hersheyland.com/Pokemon, they can track their collection and unlock social shareables.
- These Kisses are available nationwide in 10.1 oz and 34.1 oz bags for a limited time.
“Our collaboration with Pokémon combines the timeless appeal of Hershey’s Kisses chocolates with the joy of discovery and collecting — making it more than just a treat. The special-edition foils may spark a little friendly competition but also unite fans around their love for milk chocolate and Pokémon.” Ashley Reeb, Senior Associate Brand Manager at The Hershey Company.
Translation: this isn’t just candy—it’s interactive nostalgia. Hershey’s never misses when it comes to collabs!
A chocolatey throwback for every Trainer
Let’s be real—this drop is about more than Pikachu on foil. Hershey’s is tapping into a winning combo of nostalgia, gamification, and packaging innovation.
Key takeaways for wholesale and retail buyers:
- Nostalgia sells. Pokémon still has massive fan pull across generations.
- Packaging drives value. Swapping standard foil for collectibles transforms a core SKU into a seasonal must-have.
- Engagement goes digital. Fans can track collections, share progress, and revisit the brand again and again.
- Seasonal timing is spot-on. Summer, back-to-school, and impulse displays are prime for this kind of hype.
And let’s not forget: this creates repeat purchases. If you’re a fan trying to collect all 151… one bag isn’t enough.
Gotta eat ’em all
Even if you’re not in the chocolate aisle, this move has ripple effects worth watching.
- Expect a spike in demand for milk chocolate, custom foil printing, and seasonal packaging runs.
- Brands will be looking for suppliers who can move fast and flex on short lead-time drops.
- Private label manufacturers: take notes. This is how you repackage a familiar product into a must-collect item.
- Importers and wholesalers working with candy brands should be ready for Q4 innovation cycles that follow this model.
From flavor to foil, the trend is clear: surprise + strategy = retail gold.
Hershey’s new Pokémon Kisses
The success of this collab signals a bigger industry shift: brand crossovers are no longer just marketing stunts—they’re product strategies. Whether it’s candy, snacks, or pantry staples, licensing deals are evolving into full-blown inventory drivers. Retailers want excitement on shelves. Consumers want experiences. And smart suppliers? They’ll stay ready to support flexible runs, trend-based SKUs, and seasonal rollouts. Expect more brands to look for collectible value, nostalgic IP, and co-branded moments that move faster than traditional innovation cycles.
Wrap it up (with foil, obviously)
This Pokémon x Hershey’s launch is proof that old-school products can become today’s viral hits—with the right wrapper. Whether it’s Pikachu, Jigglypuff, or a perfectly tempered chocolate drop, consumers love the thrill of discovery. And brands that tap into emotional nostalgia with physical and digital engagement? They win.
Thinking about how to bring that same spark to your next product? We help brands source smart, package creatively, and scale quickly—from custom confectionery to bulk ingredient needs. Reach out today to talk private label, specialty packaging, or explore our ever-evolving catalog. Let’s catch your next big idea together.
