Perfetti Van Melle’s Chupa Chups brand is getting a dedicated confectionery shop-in-shop in a new deal with IT’SUGAR retail locations.

More than 75 IT’SUGAR candy stores will launch the Chupa Chups shop-in-shops in the U.S. this summer. Alongside the signature Chupa Chups lollipops the brand is known for, the stores will also premiere an exclusive line of a consumer product extensions including pillows and accessories.

“We have always wanted to expand our reach within the United States and IT’SUGAR is a natural fit,” says Christine Cool, licensing area manager, Chupa Chups, Perfetti Van Melle. “IT’SUGAR is one of the most fun and lighthearted stores I have been in. Their stores are a true destination, a real pleasurable experience when you want to take life a little less seriously–just what Chupa Chups is all about.”

"Ever since I tasted a Chupa Chups lollipop, I knew there was something different about them,” says Jeff Rubin, chief executive officer and founder, IT'SUGAR. “Their fun flavors and funky attitude are addictive. It’s no wonder they are a hit abroad. We are excited to see the response from our customers when they realize that we have the largest Chupa Chups shop in the nation.”