Hershey, Pa. — Hershey’s Kisses sponsors NBC’s Christmas in Rockefeller Center special airing Wednesday, December 3 at 8 p.m. ET. The partnership marks 35 years since the Holiday Bells commercial first aired in December 1989. Hershey’s will install an interactive LED musical mat at Rockefeller Center from December 4 through December 7 allowing visitors to play the commercial’s melody.
According to The Hershey Company’s announcement, the musical mat recreates sounds from the Holiday Bells commercial featuring Hershey’s Kisses as handbells playing We Wish You a Merry Christmas. The experience runs 1 p.m. to 8 p.m. daily at Rockefeller Plaza during the four day installation.
Stacy Taffet, Chief Growth Officer at The Hershey Company, stated in the press release:
“Two holiday icons, one unforgettable moment. Hershey’s Kisses is the No. 1 candy of the holiday season, and NBC’s Christmas in Rockefeller Center special is one of the most iconic holiday celebrations in the world. This immersive experience brings them together to ring in the holidays and bring our beloved Holiday Bells commercial to life for fans of all ages.”
The Hershey Company operates more than 90 brand names in approximately 80 countries generating over $11.2 billion in annual revenues. The company employs more than 20,000 people.
Holiday Product Launches and Commercial History
Hershey’s Kisses launched new Snickerdoodle Cookie Candy featuring snickerdoodle flavored white creme with crunchy cookie pieces for the 2025 holiday season. The brand also offers seasonal flavors including Candy Cane, Milk Chocolate with Almond, and Hot Cocoa.
The original Holiday Bells commercial emerged from a spontaneous idea during a shoot for the Hershey’s Whimsy campaign. John Dunn, then brand manager, created the holiday themed spot as a 15 second stop motion animation directed by Carl Willat. The commercial features no dialogue or celebrities, only animated Hershey’s Kisses shaped as handbells.
Why It Matters
Hershey’s 35 year commercial anniversary demonstrates how confectionery brands leverage nostalgic advertising for multigenerational marketing. The Holiday Bells commercial maintains cultural relevance through consistent annual airings rather than periodic campaign refreshes.
For candy manufacturers and packaging suppliers, holiday seasonal products drive concentrated production periods. Hershey’s Kisses Snickerdoodle Cookie Candy requires coordination between flavor suppliers, cookie piece manufacturers, and white creme producers. Co manufacturers must scale production during September through November supporting December retail sales peaks.
The experiential marketing activation at Rockefeller Center creates brand touchpoints beyond traditional advertising. Event production companies, LED technology suppliers, and interactive installation designers benefit from brands translating television commercials into physical experiences. The December 4 through 7 timeline requires rapid installation and deinstallation coordinating with Rockefeller Center event schedules.
Seasonal flavor launches affect ingredient sourcing patterns. Snickerdoodle flavor requires cinnamon suppliers, vanilla extract manufacturers, and cookie piece co packers producing inclusions for candy applications. Candy Cane flavor needs peppermint oil suppliers and red white striped coating manufacturers.
The NBC sponsorship partnership demonstrates how candy brands allocate holiday marketing budgets to tentpole television events capturing family viewing audiences. Premier sponsorships typically cost several million dollars but provide exclusive category positioning during high viewership programming.
Holiday packaging differentiation creates opportunities for specialized printing. Seasonal Hershey’s Kisses packaging features holiday graphics distinct from year round silver wrapped products. Flexible packaging suppliers coordinate aluminum foil printing with candy production schedules managing short seasonal runs.
Looking beyond the holiday window, Hershey’s is already expanding its seasonal playbook with new globally inspired launches. The company is preparing to introduce a Dubai-inspired Chocolate Bar on Gopuff this December: a limited-edition drop that reflects the same fast-turn R&D, specialty ingredient sourcing, and co-manufacturing workflows behind its holiday flavors. While the Rockefeller Center activation celebrates heritage and nostalgia, the upcoming release signals Hershey’s growing focus on culturally driven flavor innovation and digital-first exclusives.
What’s Next
While the holiday season was dedicated to celebrating the brand’s 35-year legacy of silver bells and classic chocolate, Hershey’s is kicking off 2026 with a pivot toward bold, modern innovation. The confectionery giant has just teamed up with a basketball legend to disrupt the gummy aisle. To see how they are trading tradition for texture, check out our review of the new Shaq-a-Licious SLAMS launch.
FAQs
When will the Hershey’s Kisses musical mat be available?
The Hershey’s Kisses musical mat will be at Rockefeller Plaza from December 4 through December 7, 2025 operating 1 p.m. to 8 p.m. daily. The interactive LED mat allows visitors to play the Holiday Bells commercial melody. The installation debuts during NBC’s Christmas in Rockefeller Center special on December 3 at 8 p.m. ET.
What new Hershey’s Kisses flavors launched for holidays?
Hershey’s Kisses launched new Snickerdoodle Cookie Candy featuring snickerdoodle flavored white creme with crunchy cookie pieces for 2025 holiday season. Returning seasonal flavors include Candy Cane, Milk Chocolate with Almond, and Hot Cocoa varieties available at retailers during the holiday period.
About Source86
Source86 connects food manufacturers, suppliers, and retailers with sourcing opportunities across the CPG industry. Hershey’s holiday product launches and experiential marketing exemplify seasonal candy production requiring coordination between flavor suppliers, inclusion manufacturers, and packaging providers managing compressed holiday manufacturing timelines.
Looking to supply seasonal candy flavors, cookie inclusions, or holiday packaging for confectionery manufacturers? Source86’s platform connects you with candy producers and co packers. Contact us to explore partnerships in seasonal confectionery manufacturing.
