XO Marshmallow
Why partner with XO Marshmallow?
XO Marshmallow is a Chicago-based gourmet confection brand reimagining the classic marshmallow through creativity, craftsmanship, and joyful nostalgia. Founded in 2016 after a holiday pop-up experiment revealed unexpected demand for handcrafted marshmallows, the company has grown into a nationally recognized brand known for inventive flavors and memorable gifting experiences. XO produces its marshmallows in a dedicated gluten-free and peanut-free facility, making the treats accessible to more people. What began as a simple product has evolved into a lifestyle brand with a cookbook, seasonal collections, and a loyal community of fans. At its core, XO Marshmallow exists to turn an everyday sweet into a moment of delight.
How do I license XO Marshmallow?
To license XO Marshmallow, sign up for a Negosh account and complete your company profile with your product categories, territories, and other helpful information. Search for the XO Marshmallow page on Negosh and submit a deal proposal outlining the products, territories, and terms you have in mind. Your company then goes through an automated qualification process, and once you're qualified, your proposal is forwarded. Negotiations continue in your Negosh deal room until the licensing agreement is closed.
Target audience
Gender
Male
Female
Other
Age group
0–3
3–12
13–19
20–25
26+
Product categories
• Food & Beverage: Packaged snacks and confectionery, Ice cream and frozen desserts, Baking mixes and baking ingredients, Beverages (coffee, hot chocolate, flavored drinks), Candy and novelty confections • Seasonal and holiday products • Lifestyle goods and giftable merchandise: Apparel, Home Decor
Channels of distribution
• Mass merchandisers and mass market stores • Department stores • Mid-tier department stores • Grocery and supermarkets • Apparel and footwear stores • Fast Fashion Retailers • Online retailers and e-commerce marketplaces • Direct-to-consumer (DTC)
Gallery
Notable successes
• 🏙️ Founded in 2016 in Chicago, Illinois • 👩 Woman-founded gourmet confection brand • 📈 Revenue doubled year-over-year from 2020-2023 with continued growth in 2024-2025 • 📺 National media exposure including feature on the Today Show • 📖 Published cookbook: The XO Marshmallow Cookbook • 💪 Brand Strengths • Strong visual identity (recognizable pink-forward aesthetic) • Nostalgia-driven brand positioning • Highly giftable and shareable product category • Loyal community with repeat purchase behavior • Founder-led storytelling that drives engagement and brand loyalty