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Brand licensing focus: Chupa Chups

How the brand worked with three fashion partners to bring it to life in different ways.

Perfetti Van Melle’s iconic lollipop brand, Chupa Chups is present in over 130 countries and is the market leader in the lollipop segment in Europe, Russia and Japan.

Its logo and distinctive shape are instantly recognisable and Perfetti Van Melle has had great success with taking the brand into lifestyle and apparel categories.

At Brand Licensing Europe, Perfetti Van Melle’s licensing manager, Christine Cool spoke about three recent successful collaborations with three very different fashion houses, showing how the brand can be interpreted for different audiences.

The Rodnik Band

“We teamed up with Philip Colbert of The Rodnik Band, a London-based art and fashion label, famous for its pop-art style and ironic take on fashion,” says Christine.

“The Rodnik Band re-interpreted the brand onto bold outfits and accessories, taking the brand on quite a surreal journey. In addition to this, The Rodnick Band designed a range of contemporary furnishings and home accessories for high-end Italian company Altreforme. These exclusive pieces took the brand into a completely new environment.”

Sanrio x Chupa Chups

“Bringing out the sweetness of the brand was key in our collaboration with Sanrio for Japan’s Shimamura stores,” says Christine. “We worked with Sanrio on a limited edition collection of five different tee-shirts each featuring one of the popular Sanrio characters.

“Sanrio Far East has been our partner in Japan since the very beginning of our successful licensing activity in this market. They have an in-depth understanding of the fun lifestyle philosophy of Chupa Chups.”

Fyodor Golan

“Our latest collaboration is with the famous design duo Fyodor Podgorny and Golan Frydman,” says Christine. “This is a subtle and creative interpretation of the brand, bringing a bit of theatre to the brand. It’s really fascinating to see how they have fused the brand icons and shapes with delicate materials. It’s a completely new vision of the brand.

“The Chupa Chups collection was shown at London Fashion Week in September and will be available in February 2018 at exclusive retailers.”

Christine Cool spoke as part of the panel discussion on Versatility of a Brand Licensing Programme at Brand Licensing Europe 2017.

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