HARIBO, a well-known brand in the gummi candy market for over 100 years, will participate in the 98th Macy’s Thanksgiving Day Parade. The event, scheduled for November 28, will feature HARIBO’s debut float and a balloon element. The float will highlight HARIBO’s mascot, Goldbear, along with other gummi treats such as Twin Snakes, Starmix, Frogs, and Rainbow Worms. The design aims to capture HARIBO’s longstanding focus on imagination and childlike wonder.
The parade float will include a larger-than-life balloon of the iconic Goldbear mascot. This balloon is expected to be a prominent feature in the New York City skyline during the event. In conjunction with the parade, HARIBO has released a free digital storybook titled Goldbear Goes to the Parade. The storybook offers a tale of Goldbear’s adventure from the Happy World of HARIBO to the parade and is available to the public until November 30.
HARIBO of America’s vice president of marketing, Seth Klugherz, commented on the brand’s participation, emphasizing the company’s pride in producing gummies in the U.S. and highlighting how the parade appearance ties into HARIBO’s commitment to creating imaginative products for all ages. Macy’s parade producer, Jordan Dabby, echoed the sentiment, describing HARIBO’s float as a unique addition to the event, showcasing creativity and fun.
The Macy’s Thanksgiving Day Parade will be broadcast on NBC and available for streaming on Peacock. Additional details can be found on the Macy’s website, and parade enthusiasts can follow the event on social media using #MacysParade.
HARIBO is also partnering with IT’SUGAR to bring the parade excitement to their Times Square store in New York City. Starting on October 22, the store will feature a replica of HARIBO’s parade balloon in its window display. This partnership aims to further engage shoppers and fans of HARIBO products.