Poetic Gem Cooks Up Jelly Belly Apparel

Apparel specialist Poetic Gem is planning an apparel range in the U.K. that will feature the Jelly Belly candy brand.

The deal, which marks the first fashion and loungewear extension for the brand, was negotiated by Jelly Belly Candy Company’s licensing agent, The Licensing Company.

Poeticgem will tap into the popularity of the jelly bean brand with an apparel range that mixes the brand’s classic logo with an innovative creative treatment.

“We are very excited about this link-up with one of the world’s greatest confectionery brands,” says Elliott Matthews, executive director, Poetic Gem. “Working with Jelly Belly gives us some fantastic imagery to play with, and we have created a range that will really catch the eye on shelf.”