Chupa Chups Expands Reach in Germany

g.l.a.m. is on board to represent the classic lollipop brand beyond the non-food categories in the GAS region.

EUROPE–Perfetti Van Melle, in partnership with Beanstalk, has extended its partnership with merchandising and licensing agency g.l.a.m. for the Chupa Chups lollipop brand.

The German agency, which previously held the licensing rights to Chupa Chups in select food categories, will now work to bring the brand into a number of non-food categories across the German-speaking market.

“We are delighted about the additional opportunities in the representation of Chupa Chups,” says Kristin Ehring, director, sales and accounts, g.l.a.m. “The experience gained in the food sector will be a perfect basis to find the right partners also in the non-food categories and we are proud to contribute to the expansion of Chupa Chups in GAS. The absolute unique brand design, the comprehensive artwork for a great variety of lifestyle categories combined with the extremely high recognition value offers great licensing opportunities. Therefore, we are confident to build a successful licensing program for the Chupa Chups brand in all categories available.”

In addition, on Nov. 7, g.l.a.m. will present the Chupa Chups brand at LIMA’s Licensing Market 2017, a one day networking event in Munich. During the event, g.l.a.m. will showcase the brand’s latest artwork and partnership opportunities.

“We are looking forward to the cooperation and to bringing the characteristic Chupa Chups’ fun and colorful lifestyle further to the German-speaking territories, also in the non-food areas,” says Christine Cool, licensing area manager, Chupa Chups.