In a new brand licensing partnership, Mad Engine LLC will collaborate with Frito-Lay, Inc. to create a new lifestyle range of apparel, bags, and fashion accessories for North America. The licensing deal was brokered by The Joester Loria Group.
The partnership comes on the heels of strong retail results for food and pop-culture based
properties across a variety of consumer goods categories. New collections of Cheetos and
Doritos branded fashion apparel, statement pieces, and must-have accessories will launch this holiday season at select specialty accounts. Programs for Ruffles, Lay's, and Funyuns will launch in early Spring '21.
“Mad Engine cannot emphasize enough how excited it is to partner with Frito-Lay, one of the world’s most well-known food brands,” said Dean Allen, Mad Engine’s Chief Merchant.
“Frito-Lay creates snack products, which resonate with a large, diverse customer base who love the brand’s product offerings. Mad Engine is confident it can leverage the Frito-Lay brand equity to create Frito-Lay inspired apparel and accessory products that will meet the high expectations of their consumers, ” added Allen.