Fluid World secures licensing rights for Chupa Chups
Fluid World has secured the rights to represent Chupa Chups in the UK and Ireland, with the firm planning to develop a comprehensive merchandise range to capitalise on consumer awareness of the lollipop brand.
The deal sees the Somerset-based licensing company responsible for all licensing, PR and marketing for brand which claims one in every three lollipops sales worldwide.
Brand director Libby Grant said Fluid World was “really excited to be representing the Chupa Chups brand”, adding “consumers the world over have an emotional connection with the brand and yet its commercial potential remains relatively unexplored in the UK market”.
“We have the opportunity to not only develop the licensing programme, but build the marketing strategy around the brand and we're looking forward to getting started,” continued Grant.
Chupa Chups senior brand licensing manager Christine Cool added: “Fluid World have shown a true understanding of how to apply iconic brands to products that consumers want to own. We are absolutely confident that the Fluid World team will strike the balance between respecting the heritage of the Chupa Chups brand while developing a commercially viable product range.”