WildBrain CPLG, Perfetti Van Melle Close Sweet Deal

WildBrain will continue to represent Chupa Chups and Mentos.
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License Global

May 12, 2020


WildBrain CPLG has secured a multi-territory representation renewal for Perfetti van Melle’s Chupa Chups and Mentos confectionary brands covering the U.K., France, Germany (Mentos only), Iberia, Central and Eastern Europe, Middle East and the Nordics. Additionally, Perfetti van Melle has added Smint to WildBrain CPLG’s remit for all of Europe.

Since first being appointed by Perfetti van Melle in 2016 to represent Chupa Chups and Mentos across all categories (excluding food and beverage), WildBrain CPLG has built a fashion- and lifestyle-focused licensing program for the brands across apparel, accessories, health and beauty, home fragrance and halo collaborations.

“With their distinct visual identities, which can be worked into a variety of trends, and their proven longevity in the consumer products space, Chupa Chups and Mentos continue to appeal to a broad range of licensees and retailers,” says Victoria Whellans, group brands director, WildBrain CPLG Lifestyle. “We’re looking forward to

building upon our successful partnership with Perfetti van Melle and forging bold new collaborations across fashion and lifestyle categories for these iconic confectionary brands, in addition to creating a fresh merchandise offering for Smint.”

WildBrain CPLG has recently inked a wave of new licensing partnerships on behalf of Perfetti van Melle with partners including Invent Creative Event Solutions for a Chupa Chups shopping mall event in the Middle East; RMS for Chupa Chups arts and crafts including scented stationery, make-your-own lip balms and make-your-own bath bombs in the U.K.; and Van der Erve for Chupa Chups and Mentos apparel, nightwear, underwear and accessories for Benelux, France, Germany and the Nordics.

Previously announced partners already on board include the recently launched fashion range at Riva stores across the Middle East; Fashion U.K. for apparel and Misirli for socks in the U.K.; Corsair for health and beauty in the U.K. and Benelux; ERT for accessories, Carbotex for homewares and Uroda for health and beauty in Central and Eastern Europe and Simba Toys for back-to-school in the Middle East.

In addition, WildBrain CPLG secured a direct-to-retail partnership with LPP in Poland which saw the launch of a kids and ladieswear range at its Reserved stores last year, with further styles planned for autumn/winter 2020. Smyk, one of the leading children’s retailers in Poland with 181 stores, has also recently launched a Chupa Chups collection including apparel, footwear, accessories, bedding, and health and beauty. The range is currently available to buy on 


 and will be supported by social media and direct marketing initiatives.

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