Lollipop brand Chupa Chups is expanding its licensing program into Russia, and has appointed Megalicense as exclusive agent for the brand in the region.

The Chupa Chups brand is currently the biggest confectionery brand in the Russian market.

“Chupa Chups is a unique brand for Russia–its name has become totally generic for a lollipop on a stick,” says Zakhar Nazarenko, managing director, Megalicense. “Chupa Chups has fantastic style guides for licensing, a dazzle of colors and a clear concept. And also, probably, the most important, the brand is a perfect fit to products for a difficult teenage audience.”

Megalicense intends to build a program that includes a range of lifestyle categories targeted to kids and teenagers.

“Russia is Chupa Chups’ top market, both in terms of consumption and awareness,” says Christine Cool, senior brand manager, Chupa Chups Licensing. “It’s a challenging market where the licensing business is presently expanding at a rapid pace. Our partner Megalicense knows the ropes.”