We’ve all got to eat — so why not eat just like your favorite characters?
The lifestyle and collectibles brand FYE has stayed on the top of the food chain (literally) when it comes to licensed food. From sodas and chocolate bars to cereals and lollipops featuring brands like Avatar, Shrek, Pusheen, Hello Kitty, and Creepshow, FYE has every craving and every fandom covered. Jodie Evans, the chief marketing officer at FYE, spoke to The Pop Insider at New York Comic Con (NYCC) about all things food frenzy — from selection to creation, to consumption. “We’ve focused on some of our favorite licensed properties that we know we have fans coming in stores looking for,” she says.
These licensed food items create an immersive experience unlike any other collectible by evoking one of the greatest senses ever: taste! So fans can watch a movie or read a manga, then find in-world food items or characters’ vibes remade into real-life treats and snacks. “We really try to make it an in-world piece,” Evans explains. “When possible we’ll tie it into a specific character. So you can see like we’ve done that with ghost pepper ramen noodles for Godzilla — hot and spicy, just like Godzilla’s atomic breath.”
Creating each edible or sippable product involves a lot of preparation, deliberation, and (of course) taste-testing, “Typically for us, we’re working very closely with the licensor,” Evans says. “So they’re giving us recommendations in terms of flavor and packaging, everything from start to finish. They’ll even taste-test what we’re developing. So it’s a really fun process, but certainly has its challenges in coming up with the right product.”
The hard work definitely pays off, with fans lining up around FYE’s booth at NYCC to grab a treat that resembles their favorite character or scene. Evans explains that finding the right partner to manufacture the food is typically the hardest part. “We have to get creative to be able to bring the product to life,” she says.
Fortunately, fans have taken note of all the creativity FYE pours into its food items, especially with its ever-popular licensed drinks. These sodas and energy drinks perfectly pair movie or show-inspired packaging with flavors and colors that correspond with the property.
Some of FYE’s food offerings include unique flavors that people wouldn’t typically seek out in a grocery store, such as onion-flavored Shrek-themed chocolate or Sokka’s cactus juice from Avatar: The Last Airbender. Evans explains that flavors like these are typically used as collectibles, but have also been used as key pieces in viral videos. “With Tik Tok now, people are [recording themselves] tasting it and then reacting to the taste,” she says. “We see the same with a lot of the spicy things that we sell as well. That’s been a very odd trend for us.”
FYE has more delectable food offerings in the works with plans to release Dungeons and Dragons-themed candy and snacks, which are set to launch in the spring around the movie release. According to Evans, the team is currently in the development and approval phase for these products.
Hungry for more? Check out FYE’s website to see FYE’s online pantry — we promise it’s packed with more than just onion-flavored chocolate!
