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.

Robyn Cowling joins the apparel licensee as head of licensing, while Craig Moore appointed as head of sales....
Magic Light Pictures is gearing up for World Book Day on Thursday 7 March as The Gruffalo and Friends and Pip and Posy get ready to bookmark the event with a host of products, promotions and activations....
Emma Hardie, who is currently commercial director, global entertainment for BBC Studios, will join Aardman in the newly created role of executive commercial and brand director in April....
There is just one week remaining to get your entries and nominations in for the Brand & Lifestyle Licensing Awards 2024 – with the entry portal due to close on Friday 8 March....
The exclusive collaboration is aiming to encourage people to not take things so seriously, and features unique baubles in the bubble of Mallet London's Neptune silhouette which bounce and roll around as you walk....
The National Gallery x Marmalade Masterpiece Collection has reimagined iconic paintings as scented fragrance, with the collection available in candle and diffuser formats from the end of March....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.