Perfetti Van Melle has appointed Beanstalk as its exclusive licensing agency in Greater China, in a move that will extend the Chupa Chups brand out beyond the confectionery sector in the market.

Beanstalk will “leverage Chupa Chups’ unique heritage and strong emotional connection with sweets lovers” to extend the brand to lifestyle categories. Brand extensions will include apparel, personal care, video games, apps, sporting goods, home textiles, stationery, gifts, pet accessories, among others, Beanstalk said.

Marta Ballesteros, Perfetti Van Melle’s senior brand manager for licensing at Chupa Chups, commented: “Over the years, we have successfully extended our core brand values into exciting product categories for our fans. We are thrilled to be expanding our licensing programme into another important market.”

Beanstalk already partners with Perfetti Van Melle in the United States, where it has represented its Airheads brand since 2009.

According to the Chupa Chups website, the then-independent iconic Spanish lollipop business established Shanghai Chupa Chups. Ltd. (China) in 1994. Perfetti Van Melle, which acquired Chupa Chups in 2006, now operates two a large-scale production facilities in the country.