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Sweet deal for Jakks Pacific as it takes a bite out of Haribo

Company signs up to become global master toy licensee for popular sweet brand.

Jakks Pacific has confirmed a multi-year global toy licensing deal with Haribo Group to create a toy line based on the popular sweet brand.

The company has secured the rights in North America and EMEA to manufacture, market and distribute collectables and activities, with launch planned for August 2021.

Additional product extensions are planned for release in 2022.

Haribo – which is celebrating its 100-year anniversary in 2020 – has cross-generational appeal with over 97% awareness in its key markets.

“We are thrilled to partner with Haribo in bringing to life a truly sweet line of toys and collectibles that will appeal to collectors and Haribo fans of all ages,” said Jill Nordquist, svp marketing at Jakks Pacific. “The line features consumers’ favourite product pieces from the signature Goldbears to Twinsnakes, Happy-Cola and more.

“Just as the tagline says, Kids and grown-ups love it so, the happy world of Haribo.”

Rick LaBerge, evp and coo at Haribo of America, added: “This is our first-ever launch of Haribo licensing in the US and we’re proud to delight our consumers with collectables that inspire the childlike happiness that our brand is all about.

“We’re looking forward to our strategic partnership with JakksPacific and continued collaboration in the future.”

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