HERSHEY'S KISSES AND POKÉMON ARE BACK -- AND THIS TIME, TEAM ROCKET WANTS IN

Hershey (NYSE: HSY) is expanding its collaboration with Pokémon for 2026, marking 30 years of Pokémon with limited-time Hershey's Kisses x Pokémon products.

Rhea-AI Summary

Hershey (NYSE: HSY) is expanding its collaboration with Pokémon for 2026, marking 30 years of Pokémon with limited-time Hershey's Kisses x Pokémon products. Collectors can find 151 Poké Ball foils plus 10 new Team Rocket designs, a QR-powered digital hub launching May 12, and a themed Instagram storyline.

Products are available nationwide in 9-oz share packs and 28-oz party bags while supplies last. Separately, Pirate's Booty will offer Pikachu-shaped puffs in special Pokémon packs this summer, with interactive “Who’s That Pokémon?” activities and downloadable family games.

Argus May 11 session

+1.77% close to close Open Argus

Details

News Market Reaction – HSY

In the May 11 session, HSY gained 1.77%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Market Context

This announcement highlights Hershey’s focus on experiential branding through its Pokémon collaborat...

Analysis

This announcement highlights Hershey’s focus on experiential branding through its Pokémon collaboration, offering 151 collectible foils, 10 Team Rocket designs, and a QR-linked digital collection hub. It adds family-focused extensions via Pirate’s Booty in 8-count cartons and 17-oz club bags. In context of recent strong earnings and ongoing product launches, investors may watch how such partnerships support franchise strength, pricing power, and retail shelf space over time.

Key Figures

Pokémon anniversary: 30 years Poké Ball foil designs: 151 designs Team Rocket foils: 10 designs +5 more

Pokémon anniversary

30 years

Franchise milestone celebrated by HSY partnership

Poké Ball foil designs

151 designs

Collectible Hershey's Kisses foils

Team Rocket foils

10 designs

New antagonist-inspired foil designs

Share pack size

9-oz

Hershey's Kisses Pokémon share packs

Party bag size

28-oz

Hershey's Kisses Pokémon party bags

Pack designs

3 designs

Pirate's Booty Pokémon pack variations

Carton size

8-count

Pirate's Booty Pokémon cartons

Club bag size

17-oz

Pirate's Booty Pokémon club bags

Historical Context

5 past events · Latest: Apr 30

5 events

1. Apr 30

   Dividend declaration

   24h Move

   -1.8%

   Announced quarterly dividends on Common and Class B Common Stock.

2. Apr 30

   Earnings results

   24h Move

   -1.8%

   Reported strong Q1 2026 sales growth and sharply higher profits with guidance reaffirmed.

3. Apr 07

   Earnings webcast

   24h Move

   -0.5%

   Announced timing and webcast details for Q1 2026 earnings call.

4. Apr 07

   Product launch

   24h Move

   -0.5%

   Launched limited‑edition Reese’s Marshmallow and Strawberry PB&J cups nationwide.

5. Mar 31

   Marketing partnership

   24h Move

   -2.6%

   Promoted Shaq‑A‑Licious SLAMS gummies as official NCAA Tournament gummy partner.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

qr code, digital collection hub

2 terms

qr code technical

"On May 12, Pokémon fans and families can scan the QR code on each pack"

A QR code is a square, two‑dimensional barcode that stores information such as a website link, payment details, or product data and can be read instantly by a smartphone camera. For investors it matters because companies use QR codes to drive customer engagement, speed payments, track inventory, or provide instant access to reports and disclosures—similar to a digital shortcut that connects physical items or ads directly to online actions that can affect sales, costs, and transparency.

digital collection hub technical

"scan the QR code on each pack to visit a digital collection hub — a place"

A digital collection hub is an online platform that gathers, organizes and manages a company’s digital items—such as customer content, payments, files, or collectible assets—into one central place. Think of it as a digital filing cabinet or storefront that makes it easier to find, sell, secure and analyze those items. Investors watch these hubs because they can boost sales, cut operating costs, improve customer retention and give a clearer view of data and revenue streams, all of which affect a company’s value.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Limited-Edition Foils, a Digital Collecting Hub, and an Instagram Takeover Help Celebrate 30 Years of Pokémon

HERSHEY, Pa., May 11, 2026 /PRNewswire/ -- Hershey's Kisses is teaming up with The Pokémon Company International for another special-edition collection — and this year, things are getting a little villainous.

• Fans can collect 151 Poké Ball foil designs in addition to 10 new foils, inspired by the beloved antagonists in the Pokémon world, Team Rocket.
• In celebration of 30 years of Pokémon, the collection introduces a new narrative-driven experience, where Team Rocket is on a mission to steal every Hershey's Kisses foil design — and they're not keeping it a secret.

"Pokémon brings people together in ways few brands can — and that same joy of discovery lives in Hershey's chocolate," said Carly Andrews, Associate Brand Manager at The Hershey Company (NYSE: HSY). "With 151 Poké Ball foils and the addition of Team Rocket foils, this year's collection delivers our most fun, collectible Pokémon release yet."

A Collectible Experience That Goes Beyond the Wrapper

Fans can follow along as the story unfolds across social, centered on the challenge of collecting all 151 Hershey's Kisses chocolates before Team Rocket does.

Earlier this month, Team Rocket temporarily took over Hershey's Instagram, posting in-character content about their ongoing hijinks and attempts to steal Hershey's Kisses chocolates. In addition, on May 12, Pokémon fans and families can scan the QR code on each pack to visit a digital collection hub — a place to track finds, follow the story and enter for a chance to win exclusive prizes.

Available in 9-oz share packs and 28-oz party bags at participating retailers nationwide, each of the Hershey's Kisses chocolates collected becomes part of the fun, turning everyday chocolate moments into a shared experience rooted in fandom, play and discovery.

More Ways to Play from the Hershey Company

This summer, Pirate's Booty is bringing Pokémon fun to snack time with Pikachu-shaped puffs and three unique pack designs. Each pack will include a different "Who's That Pokémon" challenge and access to downloadable activities for the whole family.

This partnership brings together Pokémon and Pirate's Booty's better-for-you credentials — making back-to-school season more exciting for both kids and parents.

Follow along with the Hershey's brand on Instagram and Pirate's Booty brand on Instagram.

FAQs

What is the Hershey's Kisses x Pokémon collection?

A limited-time release of Hershey's Kisses chocolates featuring 151 collectible Pokémon foil designs, including 10 new Team Rocket foils.

What's new this year?

The 2026 launch introduces Team Rocket to the storyline, along with new Hershey's Kisses foil designs and an interactive digital experience.

What is the Team Rocket takeover?

Earlier this month, Team Rocket temporarily took over Hershey's Instagram, posting in-character content about their attempts to steal the Hershey's Kisses.

Is there a digital experience?

Yes. On May 12, fans can scan the on-pack QR code to access a digital collection hub where they can track their collection, follow the story and enter for a chance to win the Hershey's Kisses x Pokémon grand prize and exclusive collectibles.

What makes this experience unique?

Each Hershey's Kisses chocolate collected becomes part of a larger, interactive experience — turning everyday chocolate moments into a shared journey rooted in fandom, play and discovery.

When and where will the products be available?

Pokémon Hershey's Kisses are available in 9-oz share packs and 28-oz party bags at participating retailers while supplies last.

Will the products be restocked?

No. These are limited-time offerings available while supplies last.

Are Hershey's and Pokémon partnering on anything else this year?

Yes! Pirate's Booty is also celebrating 30 years of Pokémon with a limited-time release of Pikachu shaped puffs featuring interactive packaging and Pokémon-themed activities.

What makes this product unique?

The collection includes three unique pack designs with a different "Who's That Pokémon?" activity on the back of each pack, in addition to access to fun, downloadable activities for families.

Where can I find the activities?

Fans can visit the Pirate's Booty website for downloadable activities like word searches, object finds and coloring pages. Completing the experiences unlocks a bonus surprise activity.

When will Pirate's Booty Pokémon be available?

The product will be available nationwide this summer in 8-count cartons and 17-oz club bags.

Pricing is at the sole discretion of the retailer.

About The Hershey Company

The Hershey Company is an industry-leading snacks company with a purpose to make more moments of goodness and a vision to lead next generation snacking. Hershey brings together more than 20,000 employees worldwide to deliver delicious, high-quality products across more than 85 brands in approximately 65 countries, generating more than $11.7 billion in annual revenues.

Hershey brings its full portfolio to market as ONE Hershey, spanning confection, salty and functional snacking categories with beloved brands like Hershey's, Reese's, Kisses, KIT KAT®, Jolly Rancher, Twizzlers and Ice Breakers; salty snacks including SkinnyPop, LesserEvil, Pirate's Booty and Dot's Homestyle Pretzels; and a protein portfolio including ONE Brands and Fulfil.

For more than 130 years, Hershey has operated fairly, ethically and sustainably. Founder Milton Hershey established Milton Hershey School in 1909, and that legacy of purpose endures today through the company's commitment to helping children succeed through equitable access to education.

To learn more visit www.thehersheycompany.com.

Follow:
https://x.com/hersheycompany
https://www.linkedin.com/company/the-hershey-company
http://www.facebook.com/hersheycompany
http://www.youtube.com/hersheycompany
http://www.instagram.com/hersheycompany

About The Pokémon Company International

The Pokémon Company International manages the Pokémon property outside of Asia and is responsible for brand management, licensing and marketing, the Pokémon Trading Card Game, the animated TV series, home entertainment, and the official Pokémon website. Pokémon was launched in Japan in 1996 and today is one of the most popular children's entertainment properties in the world. For more information, visit www.pokemon.com

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SOURCE The Hershey Company

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What is included in the 2026 Hershey's Kisses x Pokémon collection (NYSE: HSY)?

The 2026 Hershey's Kisses x Pokémon collection features 151 Poké Ball foils and 10 new Team Rocket designs. According to Hershey, the chocolates come in 9-oz share packs and 28-oz party bags, available nationwide for a limited time while supplies last.

What is new about Hershey's Kisses x Pokémon with Team Rocket in 2026?

The 2026 release adds Team Rocket-themed foils and a narrative where Team Rocket tries to steal designs. According to Hershey, fans can follow the story on social media and through a QR-linked digital hub that supports collecting and prize entries.

How does the Hershey's Kisses x Pokémon digital collection hub work on May 12, 2026?

On May 12, fans scan an on-pack QR code to access a digital collection hub. According to Hershey, this hub lets users track foil designs, follow the Team Rocket storyline, and enter for a chance to win a grand prize and exclusive collectibles.

When and where can investors find Pokémon Hershey's Kisses (HSY) in stores?

Pokémon Hershey's Kisses are available nationwide in 9-oz share packs and 28-oz party bags. According to Hershey, these products are limited-time offerings at participating retailers and will not be restocked once supplies run out, emphasizing collectible scarcity.

What is the Pirate's Booty and Pokémon collaboration announced by Hershey for summer 2026?

Pirate's Booty will launch Pikachu-shaped puffs in Pokémon-themed packaging nationwide this summer. According to Hershey, the products include three unique pack designs, each with a different “Who’s That Pokémon?” activity and access to additional downloadable family activities online.

Where can families access the Pokémon activities tied to Pirate's Booty snacks?

Families can find Pokémon activities for Pirate's Booty snacks on the Pirate's Booty website. According to Hershey, downloadable options include word searches, object finds, coloring pages, and a bonus surprise activity unlocked after completing the other experiences.