Jolly Rancher laser tag? Chocolate rollercoaster? Could be as Falcon’s, Hershey partner

Please insert the mandatory cliché about this news being “sweet” here.

Orlando-based Falcon’s Beyond Global has inked a licensing agreement with the chocolate giant The Hershey Company to develop location-based entertainment based upon the huge global brand.

The deal opens up iconic brands like Hershey’s, Reese’s, Jolly Rancher and Twizzlers to Falcon’s as they create retail-tainment installations.

Falcon’s Beyond Global CEO Cecil Magpuri shared his excitement of working with “renowned brands” in a news release.

“We are excited to explore what’s possible with Hershey and help bring forth what makes their brands so beloved through memorable immersive entertainment experiences,” he said.

Although details are scarce, the release shared that the destinations would include Hershey-inspired attractions, food and beverage service and retail store for merchandise.

Hershey Licensing Company President Ernie Savo said partnering with Falcon’s offered a huge opportunity to expand their brand.

“With their impressive track record of growing IP through innovative experiences, Falcon’s is the ideal partner to extend the Hershey’s family of brands in truly new and imaginative ways,” he said.

Falcon’s became a publicly traded company in the last months of 2023 and has several high-profile amusement park projects in the works around the world.