"Since its launch at the end of 2019, our digital channel, Chefclub Kids, has been increasingly successful with families with children,” says Marie-Laure Marchand, senior vice president, global consumer products and business development, Chefclub. “It seemed natural for us to partner with Upyaa! a specialist in culinary and educational games to complete our product offering for the youngest and to make our debut into the games/toys categories."
Creative playsets allow children to create their very own ice cream, popsicles and chocolate bars. Each pack includes a booklet with three recipes. The first products will be sold in France in spring/summer 2021 and will be released in other European countries thereafter.
"Chefclub Kids is a very important license for us and we are happy to start this partnershipwith such a dynamic franchise,” says Stéphane Borgeais, co-founder, Upyaa! “With Chefclub Kids, we are motivated and will offer 6 products based on the themes of chocolate and ice cream. Our objective is to add 50 percent of new products per year over the next 2 years. To date, the collection has already received excellent response and we will be available, from this spring, in all the specialty shops and websites.”
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