HI-CHEW®, the soft-candy brand operated by Morinaga America, Inc., has entered its first licensing agreement, partnering with MGA Entertainment's Miniverse™ line to produce a limited-edition Real Brands Vending Machine retailing at $19.99. The collectible, available now at Walmart, Target, Amazon, and shop.mgae.com, marks the first time the brand has extended its intellectual property beyond the confectionery aisle.
The Product
The teal-colored vending machine contains three exclusive Real Brands™ miniatures, including a scaled replica of Hi-Chew's Original Mix peg bag complete with miniature "chewlets" designed to mimic the brand's recognizable candy pieces. A mini credit card accessory allows collectors to simulate dispensing product from the vending compartment. The unit is compatible with all Real Brands™ minis sold separately, positioning it as an expandable display platform rather than a one-time purchase.
Strategic Rationale
For Morinaga America, the deal represents a deliberate push beyond the candy shelf into adjacencies that command sustained consumer attention. Teruhiro Kawabe, Chief Representative for the USA and President and CEO of Morinaga America, Inc., described the partnership as "an exciting opportunity to bring the playful, colorful world of HI-CHEW® to life through a unique collectible experience" that fosters "discovery, creativity, and connection" among existing fans.
The move is calibrated toward Gen Z consumers, a cohort that has driven Hi-Chew's cultural momentum through social media and flavor-driven product drops. Collectible culture has emerged as a meaningful adjacency for food and beverage brands seeking to deepen engagement without relying solely on promotional pricing or line extensions. Fellow confectionery operators have pursued similar strategies — licensing brand marks for trading cards, blind-box figures, and themed merchandise — as physical collectibles continue to attract spending from younger demographics.
Market Context
MGA's Miniverse line, which positions itself as the original DIY collectible brand, has built a distribution network spanning mass retail, specialty toy, and e-commerce channels, giving Morinaga America immediate access to a pre-existing collector base. MGA Entertainment is the largest privately held toy and entertainment company in the United States, providing Hi-Chew with a partner whose retail relationships align with the candy brand's existing grocery and convenience footprint.
Morinaga America has manufactured Hi-Chew domestically since opening a North Carolina facility in 2015, and the U.S. portfolio has expanded steadily to include gummies, bites, and more than a dozen peg-bag flavor varieties. Licensing revenue, while not disclosed, offers a margin-accretive complement to core confectionery sales by monetizing brand equity without incremental manufacturing cost. Analysts covering the broader snack sector have noted that brand-licensing deals in the $15 to $25 retail price tier can generate meaningful royalty income relative to unit economics in the candy aisle. For more on candy brand licensing trends, see our coverage of consumer-driven innovation in confectionery and food brand licensing deals reshaping retail.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
