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BOLD MOVE! White Castle Taps Brandgenuity to Create Crave-able Licensed Products


New York, NY (March 2, 2018) –March 2, 2018 –White Castle®, America’s first fast-food hamburger chain and the home of The Original Slider®, has selected global brand licensing agency, Brandgenuity, to expand licensing efforts for the White Castle brand.

The award-winning agency, headquartered in New York, with offices in London, Munich and Hong Kong, will secure licensing partners to expand White Castle into new food and lifestyle categories in North America.

“Our goal is to use licensing to feed the souls of cravers everywhere and to create memorable moments,” said Kim Bartley, CMO of White Castle. “Brandgenuity showed that they have passion for our brand and will bring their licensing expertise and out-of-the box thinking to our White Castle licensing efforts.” She added, “Their company culture and values align with ours, which matters more than anything as we welcome new agencies to our family.”

White Castle has nearly 400 restaurant locations across the United States. The company is wildly successful with its slider line for home enjoyment, sold in 70,000+ retail doors at Walmart, Kroger, Sam’s Club, Dollar General, Walgreen’s and more.

Family-owned for four generations, White Castle’s founders created the first American burger chain nearly 100 years ago, with its celebrated and iconic "2x2" square slider taking center stage. The menu has been expanded to include other sliders (turkey, veggie, chicken and more), as well as delicious sides. Since its inception, White Castle has maintained its small bites positioning and its bold, iconic and fun-to-play-with packaging. Fans look forward to one-of-a-kind promotions including their “reservation-only” Valentine's Day and coveted membership in the Craver Hall of Fame®. White Castle also published a cookbook with hundreds of recipes including the slider "Castlerole" and the much-requested Thanksgiving turkey stuffing, made from White Castle sliders.

“White Castle has all the ingredients for licensing success—it’s a pop culture icon with incredible social currency, and the brand has a fanatical following,” said Louis Drogin, Partner at Brandgenuity. The agency plans to extend the brand's bold flavors and its library of retro art to create food and lifestyle extensions for the Craver Nation®. Added Drogin, "We cannot wait to get started."

For licensing inquiries, please contact Brandgenuity at 212-925-0730 or

About White Castle

White Castle, America’s first fast-food hamburger chain based in Columbus, Ohio, has been making Bold Moves™ as a family-owned business for more than 97 years. Cravers on-the-go can access sweet deals and place a pick-up order any time in the official White Castle app (iTunes or Google Play) or in the frozen aisle at a grocery store near you.

About Brandgenuity

Brandgenuity is an award-winning, global full-service brand licensing agency based in New York with offices in London, Munich and Hong Kong. The agency is ranked amongst the top 15 licensing agencies worldwide. Brandgenuity extends famous and iconic brands into new categories to build awareness and generate incremental revenue. A full suite of licensing services includes strategic licensing planning, prospecting, legal support & contract negotiation, retail development and assisting manufacturers in the strategic acquisition of licenses. The agency’s clients include BMW, Anheuser Busch-InBev, Oddbods, Carmen Sandiego, Viacom Network, Arm & Hammer, PUR, Planet Fitness, Hawaiian Tropic, Banana Boat, Playtex, Gas Monkey Garage, MGM Studios, and more. For more information, please visit or at