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Brands Briefing: Bag charms are the hot new trend in branded CPG merch

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Brands Briefing: Bag charms are the hot new trend in branded CPG merch

From Vera Bradley to Coach to Anthropologie, fashion brands have jumped on the burgeoning bag-charm trend. Now, food and beverage brands are getting involved, too.

In October, Kraft Natural Cheese rolled out Pocket Parm, a mini, portable version of its shelf-stable grated parmesan cheese that people can take to the movie theater or the mall. In August, Cava converted its staple yellow takeout bag into a limited-edition charm, available for one day only. In January, Jack in the Box launched Jibbis, a series of blind-bag collectible charms featuring the restaurant’s mascot.

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