Haribo Brings Goldbear to Life Through Licensing

The candy company’s 100th anniversary is being celebrated through licensed deals.
License Global

June 30, 2021


Ahead of the Haribo Goldbear’s 100th anniversary in 2022, the confectionary brand is rolling out a suite of toys, apparel, footwear and homeware in 2021 to help fans celebrate the world of Haribo. The collaborations were facilitated by IMG.

“It’s amazing to see the happy world of Haribo come to life through such a diverse, colorful program of products that embody the brand’s quality-first values,” says Sven Thierhoff, vice president, licensing, IMG. “Initial collaborations have been extremely popular with collectors and Haribo fans of all ages, and we can’t wait to develop together with Haribo and new partners new thrilling ideas for the centenary of the iconic Goldbear in 2022.”

Haribo’s consumer products program kicked off with the worldwide launch of a PUMA footwear and apparel collection that launched last month and just released its second drop. The candy-colored ranges infuse the Haribo Goldbears with some of PUMA’s classic silhouettes, including the ‘CA Pro,’ ‘Street Rider,’ ‘RS-X3’

and ‘Suede’ in adult, junior, pre-school and infant sizing.

Additional upcoming products include Haribo-branded shoes for kids with European footwear retailer Deichmann, launching end of July; Haribo toys, collectible and plush will be launching this fall through a multi-year, global deal with leading U.S. toymaker Jakks Pacific and KidsOne tableware in Korea.

“Haribo is undoubtedly one of the best-known and most popular brands in many countries around the world,” says Andreas Kuhnle, global marketing head, Haribo. “Our lives are full of adventures and challenges. Every day and all over the world, little and big heroes face new tasks. For all of them, we at Haribo create small, carefree moments of childlike happiness with our products. That’s why brands that also stand for these little moments of joy in everyday life are a perfect fit for Haribo.”

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