Chefclub Kids, Upyaa! Unleash Kids’ ToysChefclub Kids, Upyaa! Unleash Kids’ Toys

Chefclub, a top digital cooking brand on social media, announces a partnership with Upyaa! for little chefs, the launch of a range of Chefclub Kids culinary toys and games throughout Europe.

"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 partnership with 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.”