Sprinkles says it aims to become a “lifestyle brand” and will expand its licensing program in 2025, as the company gets ready to celebrate its 20th anniversary.
The press release states, “Sprinkles is leveraging its brand equity, millennial and Gen Z following, and track record for innovation, to strengthen its position as a global lifestyle brand—across beauty, kids, home, apparel, food and beverage, and more.”
Justin Murakami, President and Chief Operations Officer of Sprinkles, says, “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.”
Sprinkles is known for its experience-driven innovations and creative ideas. It created the first-ever 24-hour Cupcake ATM, which was located outside its store in Manhattan’s Upper East Side for a short time, to satisfy cravings day or night. (It even dispensed dog cupcakes!) And in case you’re wondering, the “Store Locations” page on Sprinkles website notes whether the location has one of its Cupcake ATMs.
We imagine we’ll see the same creative ideas in beauty—and can’t wait to see what Sprinkles makeup or perfume might smell like.
Photos above via @sprinklescupcakes on Instagram
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