Six Flags Entertainment Corp. has expanded a year-old partnership with Just Born, Inc. from a single to a multi-brand sponsorship.

The privately-held candy manufacturer next week will sponsor Easter weekend events at nine Six Flags parks on behalf of Peeps marshmallow candy. The partnership builds on Mike and Ike’s presenting sponsorship of the Six Flags Summer Concert Series.

The late Easter holiday allowed the theme park operator to create the holiday-themed events, said David McKillips, Six Flags’ senior vice president of corporate alliances, noting that the nine parks will be open on Easter weekend.

The Easter Celebration events will feature egg hunts, games, giveaways and other entertainment. The events will be held on April 19th.

In addition to sampling, Peeps is activating the partnership with an online promotion around which consumers can vote for their park to receive an additional delivery of Peeps prior to the Easter egg hunt. Consumers can vote for their favorite park on

Six Flags and Just Born last year tested a partnership with Peeps through two programs: integration in Holiday in the Park events and a national sweepstakes that dangled a camping experience at a Six Flags park.

Six Flags provides Just Born with a turnkey activation platform: Six Flags staff will sample Peeps at the Easter egg hunts, while its creative department has developed and executed marketing collateral for Mike and Ike’s.

The ability to offer turnkey activation has helped Six Flags gain interest from companies that may not have the money or staff to properly activate a partnership, said McKillips.  

“It’s easier for brands to put money into TV. We can offer turnkey packages with full-service promotion, creative and on-site brand ambassadors.”