Deal covers licensing and PR and marketing for the
Chupa Chups consumer products programme in the UK and Ireland

Fluid World – the agency representing Hello Kitty in the UK has secured the representation rights for the world famous Chupa Chups brand. A massive coup for the UK licensing agent, Fluid World will manage all licensing for the brand and PR and marketing for the Chupa Chups consumer products programme in the UK and Ireland. Fluid World has ambitious plans to develop a comprehensive merchandise range that will capitalise upon the huge consumer awareness for the brand that was established in 1958 and now proudly claims 1 in every 3 lollipops sales worldwide. Targeting a core teenager audience, the Chupa Chups licensing range will include fashion apparel & accessories, beauty, gift, homewares and stationery. An extensive collection of artwork exists and the iconic Chupa Chups logo designed by artist Salvador Dalí in 1969 will be central to the design of all licensed products.

Libby Grant, Brand Director, Fluid World said, “We are really excited to be representing the Chupa Chups brand in the UK and Ireland and extending our portfolio of brands at Fluid World. 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 to support the consumer products programme and we’re looking forward getting started!”

Christine Cool, Senior Brand Manager Licensing of Chupa Chups said, “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 whilst developing a commercially viable product range.”