The built-in fan base for each school showed enthusiasm for these limited-edition products, which were available for purchase at college stadiums and bookstores. In addition to designing the custom shapes of the college-themed gummies, ICON also developed the full line of packaging and point-of-sale displays (floorstands, countertop and club displays) for each school, as well as creating the advertising, collateral and digital graphics displayed on stadium billboards during games.