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FOR IMMEDIATE RELEASE

HERSHEY’S CELEBRATES 10th ANNIVERSARY OF HERSHEY’S CHOCOLATE WORLD TIMES SQUARE WITH SWEET NEW LOOK AND EXPERIENCES

Store Refresh Includes New “Wrap Hershey’s Happiness” Experience, Which Invites Visitors to Design Customized Hershey’s Chocolate Bar Wrappers

NEW YORK, April 25, 2012 – To celebrate its 10th anniversary, Hershey’s® Chocolate World® Times Square has refreshed its store with new retail experiences that will enable guests to more closely interact with the Hershey’s brands they know and love. The sweetest addition will be the “Wrap Hershey’s Happiness” experience, which invites guests to create their own personalized wrappers for their favorite Hershey’s chocolate bars.

“We are always looking to provide interactive and chocolate-inspired experiences for our Hershey’s Chocolate World guests,” said Amy Hahn, vice president, Global Hershey Experience. “The 10th anniversary was the perfect time to bring these new features to our store. The ‘Wrap Hershey’s Happiness’ experience and other new additions will further bring to life Hershey’s family of brands and enable visitors to engage and enjoy Hershey’s candy in a whole new way.”

The “Wrap Hershey’s Happiness” experience invites consumers to put a personal touch on their Hershey’s Chocolate World Times Square visit by customizing a wrapper for an iconic 7 oz. Hershey’s® Milk Chocolate bar. Wrapper designs include Times Square themes as well as seasonal options. There’s also the opportunity to include a photo and personalized message to commemorate the experience. Guests who choose to add a photo to their customized wrapper will see their completed designs on the store’s outdoor marquee in the heart of Times Square. Visitors looking to share their personalized wrappers as gifts can choose from several different ribbons and gift tag options. The “Wrap Hershey’s Happiness” -more- Page 2 of 3 / Hershey’s Chocolate World Times Square Celebrates 10th Anniversary pricing starts at $4.75 and will be open to create special memories daily during the store hours of 9 a.m. – midnight. The “Wrap Hershey’s Happiness” experience will also be available online at www.HersheysStore.com.

Another new addition to the store is the “Taste Hershey’s Happiness™” station, which will feature different Hershey’s samples, including new products and special offerings. Two complementary products will be sampled each week, with the 10th anniversary kick-off featuring new ’s® Minis and Hershey’s® Kisses® Milk Chocolates Filled with Caramel. A Hershey’s Chocolate World Times Square store associate will be on hand at the station to discuss product attributes with guests and provide samples. In addition, visitors can enjoy the redesigned “Mix Your Favorites” experience, where guests can create a customized mix of Hershey’s® Miniatures, Hershey’s Kisses Milk Chocolates and Reese’s® Miniatures candy.

Hershey’s Chocolate World Times Square guests will also have the opportunity to help The Hershey Company give back through the “Share Hershey’s Happiness” program. Visitors who make a purchase will receive a wooden token, which they can use to vote for the following supported charities: the Children’s Miracle Network, the United Way and the World Cocoa Foundation. The Hershey Company will donate funds to each organization based on the percentage of votes that each receives.

For more information on Hershey’s Chocolate World Times Square and the new experiences, visit www.hersheys.com/chocolateworld/visitor-locations.aspx

About The Hershey Experience The Hershey Experience is the direct-to-consumer and experiential marketing division of The Hershey Company including Hershey's Chocolate World Attractions in Hershey, Pennsylvania; Times Square; Chicago; Niagara Falls, Canada; Dubai and Singapore. The Hershey Experience also includes Hershey’s Licensed Food and Merchandise and Hershey's e-commerce initiatives. Hershey’s Chocolate World Attraction in Hershey, Pennsylvania is the flagship experience for The Hershey Company and is the most visited corporate visitor experience in the world, featuring Hershey’s Great American Chocolate Tour® ride, Hershey’s Create Your Own Candy Bar attraction, Hershey’s Chocolate Tasting Adventure™ attraction, Hershey’s Really Big 3D Show™ experience and the largest selection of Hershey’s products found anywhere. HersheysStore.com is the online destination for unique chocolate products, gifts, apparel and collectibles. In addition, The Hershey Experience operates retail and e-commerce businesses for Hershey’s premium brands including Scharffen Berger, Dagoba and Mauna Loa brands.

About The Hershey Company The Hershey Company (NYSE: HSY) is the largest producer of quality chocolate in North America and a global leader in chocolate and sugar confectionery. Headquartered in Hershey, Pa., The Hershey Company has operations throughout the world and more than 12,000 employees. With revenues of nearly $6 billion, Hershey offers confectionery products under more than 25 brand names, including such iconic brands as Hershey's, Reese's, Hershey's Kisses, Hershey's Bliss, Hershey's Special Dark, , , and Ice Breakers. Hershey also offers premium and artisan chocolate products under such brands as Scharffen Berger and Dagoba through the Artisan Confections Company, a wholly owned Page 3 of 3 / Hershey’s Chocolate World Times Square Celebrates 10th Anniversary subsidiary. The company is focused on growing its presence in key international markets such as China and Mexico while continuing to build its competitive advantage in the United States and Canada.

For more than 100 years, The Hershey Company has been a leader in making a positive difference in the communities where its employees live, work and do business. Corporate Social Responsibility is an integral part of the company’s global business strategy, which includes goals and priorities focused on fair and ethical business dealings, environmental stewardship, fostering a desirable workplace for employees, and positively impacting society and local communities. , established in 1909 by the company's founder and administered by Hershey Trust Company, provides a quality education, housing, and medical care at no cost to children in social and financial need. Students of Milton Hershey School are direct beneficiaries of The Hershey Company's success.

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