Global confectionery manufacturer Perfetti Van Melle has appointed Beanstalk as the exclusive licensing agency in Greater China for its iconic lollipop brand Chupa Chups.

Beanstalk is already a partner of Perfetti Van Melle in the U.S., where it has represented the Airheads confectionary brand since 2009.

“Chupa Chups’ strong brand personality is widely admired as a result of its iconic, colorful imagery and unique flavor profiles,” says Josephine Law, managing director, Beanstalk Asia. “The brand has universal appeal, lending itself well to extensions outside of the core confectionery area. We are excited to begin working with such a beloved and iconic brand and to continue expanding its reach with innovative and fun products.”

Beanstalk now plans to leverage Chupa Chups’ unique heritage to extend the brand into a range of lifestyle categories including apparel, personal care, video games, apps, sporting goods, home textiles, stationery, gifts and pet accessories.

“Chupa Chups is a truly international brand as a result of its global awareness and emotional link to a diverse group of consumers,” says Marta Ballesteros, senior brand manager, licensing, Chupa Chups. “We are thrilled to be expanding our licensing program into another important market. Beanstalk has over 20 years of experience helping iconic brands extend their reach global footprint, making them an ideal partner to help us properly execute a strategic licensing program in Greater China.”