General Mills is broadening its Bridgerton-inspired baking portfolio with a new Pillsbury Petite Blueberry Scone and returning Betty Crocker Bridgerton baking kits . The latest launch underscores a trend among food manufacturers to leverage entertainment IP and licensed partnerships to spark growth in mature categories such as baking mixes. Such licensed collaborations help reposition centre-store staples as occasion-led products, creating bursts of incremental demand that support premium pricing and in-store visibility. Betty Crocker also experimented with 'mix-to-reveal' colour-changing baking kits tied to Universal Pictures’ Wicked movie adaptation, featuring cupcakes and cookie dough pops that change colour during preparation – a first-of-its-kind innovation aimed at making baking a more interactive experience. Examples range from Harry Potter-branded confectionery from Haribo and Hello Kitty-themed doughnuts from Krispy Kreme to film- and game-linked cereal and snacks, demonstrating that licensed IP can transcend traditional category boundaries.