Premium will expand the chewing gum brand into accessories, personal care and more.

EUROPE–Perfetti Van Melle has appointed Premium to represent its nostalgic candy brand Brooklyn for licensing across Italy.

Under the terms of the representation agreement, Premium will work to expand the brand’s presence into new categories including accessories and personal care products.

“At Perfetti van Melle, we are very excited to open up new business channels with our mythical Brooklyn brand for lifestyle opportunities,” says Christine Cool, area licensing manager, Perfetti Van Melle. “The brand lends itself perfectly to create authentic vintage-inspired collections and Premium has a perfect understanding of the core of the brand to identify the partners that are able to create a unique consumer experience for the Italian public with this nostalgic brand.”

Brooklyn was the first chewing gum to be manufactured in Italy more than 60 years ago, and was launched alongside the building of the Brooklyn Bridge. Today, the brand stands as a symbol of Americana and nostalgia to Italian audiences, according to Perfetti Van Melle.