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Hershey (HSY) - Get Hershey Company (HSY) Report hired brand management agency Global Icons.

Los Angeles-based Global Icons will "lead the efforts to leverage Hershey's iconic brands beyond the continuous success in licensing of Hershey's, Hershey's Kisses, Reese's and others," it said.

It intends to "expand the company's additional brands into the marketplace within several licensed product categories including: apparel and accessories, toys and games, gifts and collectibles, housewares, electronics, and publishing. Retail distribution will range from mass market to gift specialty, and the program will target all ages and will encourage family fun."

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