Baltimore, MD — Haribo of America, Inc. will launch a national branding campaign in the U.S. this summer after naming TBC, Inc. as its advertising agency.

The campaign will promote Gold-Bears in TV spots on national cable networks Nickelodeon, Animal Planet, Disney Channel and Cartoon Network, according to Haribo. The ads, which center around the campaign’s theme of the company being run by kids, are set to launch between back-to-school and Halloween, the company says.

In addition, street teams will be offering sample packs in locations such as retail outlets, recreation centers, pools, beaches and theme parks across the U.S., according to the agency.