GREEN BAY, Wis. — The Green Bay Packers have purchased Foamation Inc., the Milwaukee-based company responsible for making the iconic cheeseheads, Packers CEO Mike Murphy confirmed in press conference Monday morning.

“The popular Cheesehead hats have come to represent Packers fans all over the world and we’re excited to officially welcome this special brand to the Packers organization,” said Packers vice president of marketing and fan engagement Gabrielle Dow. “We’re looking forward to building upon the legacy the Bruno family has created over the years and offering our fans even more Cheesehead items to love.”

Foamation was founded by Ralph Bruno in 1987. He was the first to wear what many now consider a tradition. Bruno had the idea for the headwear while reupholstering his mother’s couch. According to the Packers, he burned holes in the foam to give in the “cheese-like” appearance; he also painted it yellow to look like cheddar.

After creating it, he wore it to a Brewers game. It turned out to be a big hit for Wisconsinites and for Packers fans.

But with more than 30 years of growing the brand, the Brunos were ready for a change. According to the Packers, the couple approached the team to determine next steps.

And since the Packers were already the largest purchasers for the cheeseheads, the decision was clear.

“After many years of working with family and friends to build the Cheesehead brand, we are pleased to pass it on to the Green Bay Packers,” said Bruno in a statement. “We have had a very special relationship with the Packers over the years, and my wife, Sue, and I are both very excited about what the Packers can do with the Cheesehead going forward.”

Cheeseheads and other Foamation products have been sold in the Packers Pro Shop for several years. A variety of products are currently available in the shop, but officials said they’ll continue to explore more opportunities to grow the brand.

Packers officials said the Cheesehead and other related Foamation products will still continue to be manufactured in Wisconsin.