About Jason Liebig
Print Bio
Jason Liebig (say LEE big) is a walking time machine — a brand historian, gifted storyteller, packaging archivist, and pop culture expert preserving the visual legacy of American consumer culture. A former Marvel story executive, he’s consulted on hit shows like “Stranger Things,” “Mad Men,” “The Queen’s Gambit,” “Young Sheldon,” and “The Goldbergs,” and is a lead storyteller on “The Food That Built America,” “The Mega-Brands That Built America,” and “Food Flashback.” Jason currently joins “Hazardous History With Henry Winkler” on History channel. He’s a trusted advisor for brands navigating legacy product revivals, generational branding shifts, packaging innovation/ideation, and culture-defining trends like RFK Jr.’s push to ban artificial dyes. Learn more at CollectingCandy.com.
Broadcast Bio
Jason Liebig (say LEE big) is one of the country’s most trusted nostalgia experts — a brand historian, packaging archivist, and former marketing exec for DC Comics/Warner Brothers, and a creative/story exec at Marvel Comics. He’s the founder of CollectingCandy.com, an online archive showcasing thousands of pieces of vintage candy and snack food packaging. Jason is a behind-the-scenes consultant for hit shows like “Stranger Things,” “Mad Men,” “The Queen’s Gambit,” “Young Sheldon” and “The Goldbergs,” ensuring era-accurate details in sets and props. He’s a lead storyteller and star on “The Food That Built America,” “The Mega-Brands That Built America,” for History channel and co-created and hosted “Food Flashback” on The Cooking Channel. He currently appears on “Hazardous History With Henry Winkler,” where they explore the bizarre and sometimes hazardous ways in which we used to live, and take for granted. Jason is also a timely cultural commentator on branding and consumer behavior — weighing in on current trends like Gen Z’s clean-label movement and RFK Jr.'s calls to ban artificial dyes.
In-Depth Bio
Jason Liebig (say LEE big) is a brand historian, media consultant, and pop culture curator often described as a “walking time machine.” With one of the largest known archives of vintage consumer brand packaging (with a focus on candy and snacks) in the world, he helps brands, television shows, films, and media producers authentically tap into the emotional power of nostalgia.
A former marketing executive with DC Comics/Warner Brothers and creative/story exec at Marvel Comics, Jason began archiving consumer brand ephemera in the early 2000s. What started as a nostalgic curiosity grew into what is widely recognized as one of the most extensive physical and digital archives of vintage brand packaging in the world, used by researchers, creatives, and fans to explore the branding stories behind everyday consumer goods.
Jason has consulted on top television series including “Stranger Things,” “Mad Men,” “The Queen’s Gambit,” “The Goldbergs,” and “Young Sheldon” — advising on historically accurate products, packaging, and brand visuals that make time-period sets feel emotionally real. He’s also a lead on-camera storyteller and star of the History channel series’ “The Food That Built America,” “The Mega-Brands That Built America,” “Hazardous History,” and co-created and hosted “Food Flashback” on The Cooking Channel.
In 2025, he stepped in front of the camera to join Henry Winkler’s “Hazardous History” on History, where he explores the wild and often dangerous stories behind legacy consumer products — from lead-lined labels to banned food dyes.
While Jason is known for his expertise on the past, he’s also a sharp voice on current branding missteps and cultural shifts. He offers commentary and consulting on how different generations perceive trust, nostalgia, and health in products — especially in light of political headlines like RFK Jr.’s campaign to ban artificial dyes, which directly affects legacy snacks like Skittles and Gushers.
Jason speaks on:
- Bridging Boomer nostalgia and Gen Z values.
- Rebooting legacy products without losing emotional resonance.
- Avoiding retail flops by learning from history.
- Nostalgia marketing that connects — not divides.
Whether he’s helping a billion-dollar food brand redesign its identity or guiding a showrunner on what soda can would’ve been in a kid’s lunchbox in 1987, Jason Liebig brings deep knowledge, great storytelling, and unmatched passion for pop culture memory. Learn more at CollectingCandy.com.