In the Press: Biggie Smalls Launches Snack Line Through Licensing Deal with Rap Snacks

IMC Licensing

March 26, 2020

Originally from

New York, NY (December 6, 2019) – This January, Rap Snacks, the official “Snack of Hip Hop,” launches the Rap Snacks ICON line featuring The Notorious B.I.G. with chip flavors, the Big Poppa Cookout BBQ Sauce potato chip and Notorious Honey Jalapeno potato chips. With more to come, Rap Snacks ICON is an ode to hip hop legends, honoring the genres most influential artists who have left a mark on the industry.

Rap Snack’s launches the Biggie ICON chips in partnership with The Christopher Wallace Memorial Foundation and the Rap Snacks ‘Boss Up’ Foundation. Collaboratively, both foundations will be providing support to organizations from proceeds from the chips.

Spearheading the partnership, Voletta Wallace, Biggie’s mother shares, “I’m happy to announce our partnership with Rap Snacks and the Rap Snacks Boss Up Foundation to create delicious flavored potato chips packaged with my son’s, Notorious BIG moniker and image. Our primary focus in doing this deal was to assure a portion of proceeds of sales are paid to The Christopher Wallace Memorial Foundation to further our efforts of providing computers, books and other educational tools to inner city youth as well as assistance to the elderly in the Urban communities.” Rap Snacks founder, James Lindsay shares, “It is essential to Rap Snacks and the Rap Snacks ‘Boss Up’ Foundation that as a brand, we connect with and support the icons that have made the greatest impact on culture. This partnership is not only an opportunity to pay tribute to those change makers, but through these collaborations we are able to give back to our own in a meaningful way. We value the roles our icons have played and are grateful for their service to urban communities.”

The Rap Snacks ICON line will include other potato chip flavors, corn products, and noodles, the newest product for the brand. The line will be available in local convenience stores in markets where Rap Snacks are sold. Rap Snacks embarks on another expansion now partnering with goPuff, a digital convenience delivery service that gets products to consumers in 30 minutes, to make their flavors: Cardi B Cheddar Bar-B-Que chips, Cardi B Jerk BBQ Wavy chips, Migos Sour Cream and Ranch chips, and Migos Bar-B-Quin’ with my Honey with Ranch Wavy chips easily and digitally accessible to their consumers. The four flavors are available in select markets where goPuff delivers. The original Rap Snack flavors fans love are now available in over 4200 Walmart locations nationwide. Find Rap Snacks at

Louisville-based brand licensing agency, IMC Licensing, partnered with Rap Snacks and the Estate to negotiate and broker the Rap Snacks ICON line. IMC President, Emily Wickerham Randles, spoke to the agency’s excitement around the partnership. “We are very excited to bring the Biggie brand into snack foods, which will allow fans to connect with and remember Biggie’s legacy in their everyday lives.”


Rap Snacks, Inc. was founded in 1994 by CEO James Lindsay as a variety of potato chips the featured major recording artists. They are generally sold in convenience stores and advertised as “The Official Snack of Hip Hop.” Each rapper has their own distinct flavor. The packaging of each variety features a cartoon version of the rapper on the front and a brief quote from the artist on the back. The initial success of Rap Snacks helped solidify a co-marketing agreement with Universal Records. The deal consisted of advertising Universal’s artists on all Rap Snacks bags. Eventually the company grew into a successful business selling mostly twenty-five cent bags of chips. After revamping the Rap Snacks brand and relaunching in 2016, Rap Snacks has grown above and beyond expectations. Currently featuring top Hip Hop artists such as Migos, Cardi B, and Boosie on its bags, the official snack of Hip-Hop culture is quickly becoming a national favorite. In 2018, the Rap Snacks ‘Boss Up’ Foundation was established as the philanthropic arm of Rap Snacks to assist James Lindsay’s work of goodwill. Through partnerships with organizations dedicated to strengthening their local communities, development of programs for youth, and working with organizations that align with their mission, the foundation seeks to inspire and equip the next generation of leaders. By giving them the opportunities, they deserve, the foundation, believes, like James, every child can build a better future—and become all they were created to be.


Representing a roster of iconic Fortune 500 brands and a strong reputation for quality and integrity, IMC is a top product and branding licensing agency that has developed licensed products that have generated more than $3 billion in sales since its founding in 1997. Passionate and curious, we offer fresh thinking and creativity that is widely renowned in the brand licensing industry. 

IMC Licensing Logo Mark

Related Articles

  • IMC Again Named Top 20 Global Licensing Agent 

    IMC Licensing is proud to once again be recognized as a top 20 agent by License Global.

    IMC Licensing

    April 11, 2024

  • Promotion announcement

    IMC is excited to announce the promotion of Jacky Kuerzi to the role of Director of Client Services.

    IMC Licensing

    February 7, 2024

  • IMC believes continuing education is such an important tool to keep abreast of the ever-evolving licensing industry. After nine months…

    IMC Licensing

    November 29, 2023

  • Building a new Licensing Program? Why the Agency Model May be Right for You

    The world of brand licensing can be complex and vary greatly depending on the brand and the business’s goals and…

    Julie Brown

    October 31, 2023

  • Fewer, Bigger, Better. Stephen Reily Featured in License Global Magazine

    Fewer, Bigger, Better. This is IMC’s approach to licensing as our CEO and Co-Founder, Stephen Reily, evolved with the industry…

    IMC Licensing

    August 29, 2023

  • Lamaze International Appoints IMC as Global Licensing Agency 

    Lamaze International, a nonprofit organization and trusted global leader in ensuring all parents make confident and informed decisions for over…

    IMC Licensing

    May 25, 2023

  • IMC Licensing Once Again Named a 2023 Top Global Licensing Agent

    Brand licensing agency IMC Licensing is honored to be certified once again as a 2023 Top Global Licensing Agent by…

    IMC Licensing

    May 11, 2023

  • Why IMC: Our Unique Difference Told Through Our Case Studies

    We recently refreshed the case studies on our website, and it reminded us of our love for these programs and…

    IMC Licensing

    April 20, 2023

  • IMC Licensing To Help SilverSneakers Engage More Seniors In Healthy Activities

    SilverSneakers® by Tivity Health®, the nation’s leading fitness program for older adults, has appointed IMC Licensing as its exclusive brand…

    IMC Licensing

    January 4, 2023

  • IMC’s Licensing Deal Negotiation & Contract Execution Services

    At IMC, we believe that negotiating and executing licensing deals requires a unique approach. Our deals aren’t hammered out between legal…

    Julie Brown

    October 31, 2022

  • Lessons from 25 years of Brand Licensing

    IMC Licensing just turned 25, an anniversary that offers a good time to take stock on everything we’ve done and…

    Stephen Reily

    April 7, 2022

  • IMC Licensing Named Top 20 Global Licensing Agent

    IMC Licensing is thrilled to be recognized on License Global‘s Top 20 Global Licensing Agent List. We’re honored to have our…

    IMC Licensing

    March 18, 2022

  • IMC Licensing Named on License Global’s Top 20 Global Licensing Agent List

    IMC Licensing is thrilled to be recognized on License Global‘s Top 20 Global Licensing Agent List for 2020. We’re honored…

    IMC Licensing

    June 30, 2021

  • IMC Licensing’s 2020 Year in Review

    It’s easy to focus on all the craziness when looking back on 2020, but here at IMC, we honed-in on…

    IMC Licensing

    December 14, 2020

  • IMC’s Proven Brand Licensing Deal Process

    Wading into the licensing pool can be pretty intimidating. On one hand, you think you should understand every aspect, but on…

    IMC Licensing

    August 19, 2020

  • IMC’s Program Management Services

    Once we’ve executed a thoughtful licensing strategy  and connected you with the perfect licensee via our  solicitation services, we don’t ghost. We’re in it…

    Julie Brown

    July 23, 2020

  • IMC’s Licensing Solicitation Services

    So, you’re looking to jump into licensing solicitation and start your search for potential partners. Where do you begin? This is where we come into the picture! At…

    Julie Brown

    May 19, 2020

  • IMC’s Strategy Services

    As experts a top brand licensing agency, IMC offers three core services: licensing strategy services, partner solicitation, and program management.…

    Julie Brown

    April 22, 2020

  • In The Press: IMC Licensing Announces Representation of ELEVENPARIS Fashion Brand

    CONTACT:Emily Wickerham RandlesIMC Licensingerandles@imclicensing.com1-502-272-2406 IMC Licensing Announces Representation of ELEVENPARIS Fashion Brand IMC Licensing is proud to announce its representation…

    IMC Licensing

    April 21, 2020

  • In the Press: Biggie Smalls Launches Snack Line Through Licensing Deal with Rap Snacks

    Originally from New York, NY (December 6, 2019) – This January, Rap Snacks, the official “Snack of Hip Hop,”…

    IMC Licensing

    March 26, 2020


Licensing is a relationship not merely between brands, but among people. At IMC, we build and nurture both of those relationships while delivering top-notch customer care that treats — and protects — your brand as if it were our own.

About Us

We’re committed to fostering dynamic brand alliances. Often those alliances are born from one brand’s need and another’s ability to meet that need. The IMC team are experts at recognizing and creating those opportunities, but our real expertise is people. Standing side by side, as consultants, partners, peers, and as friends, we’re driven by a singular purpose: creating a smart idea.