Airheads Scoop Up Beauty, Apparel Partners

The Beanstalk Group signed Lotta Luv and Hybrid Apparel to produce Airheads-branded beauty and apparel products, respectively. Both lines are expected to hit retail this fall.

"We are excited to assist Airheadswith one of the top ranking non-chocolate candies, increasing its brand loyalty and strengthening its awareness," says Allison Ames, senior vice president of brand management of The Beanstalk Group. "These new relationships represent the first step towards extending the Airheads brand into lifestyle products, deepening the brand's bond with children, teens and adults."

The Airheads candy brand is owned by Perfetti Van Melle.