Perfetti Van Melle Group has appointed P&L Global Network as the exclusive licensing agency for its Chupa Chups brand in Mexico.
P&L will launch a licensing program for the brand that will expand the property into consumer products for men, women and children. The program will include pop art inspired items for younger fans, as well as retro looks for adults with an initial focus on the apparel, personal care, fashion accessories and other lifestyle categories. P&L also hopes to coordinate a series of direct-to-retail and co-branding partnerships.
“As experts in lifestyle licensing programs, P&L Global Network is the ideal partner to leverage Chupa Chups’ brand equity through a dynamic lifestyle licensing program,” says Christine Cool, senior brand manager, Chupa Chups. “Their understanding of brands and consumer trends combined with their know-how to position the property in the right distribution channels, are the perfect corner stone to construct a solid program in the Mexican market.”