Chupa Chups, the famous lollipop brand designed by Salvador Dalí himself, has been the first Spanish food brand to develop an international licensing program, with a present turnover of 40 mln € in more than 100.000 sales points around the world.

In 2010 the international Licensing division of the brand Chupa Chups celebrates its 10th anniversary.

Since its launch in1958, Chupa Chups has conquered the taste, the mind and the heart of millions of consumers worldwide. It has become so famous that it has become a generic name for round lollipops in many countries.

Over the years more than 60 billion lollipops have been sold in more than 120 countries. A whole product universe has been created around the lollipop. But today the brand represents good times, a fun lifestyle, an optimistic look at life... always full of colour!
It’s happiness, it’s trendy, it’s spontaneous and it’s real!

In 2000, the success and the popularity of the brand impulsed the company to take up a new challenge: create the international Licensing Division with the aim to transfer the magic of Chupa Chups to other products on the wish list of its consumers, through partnerships with leading companies of other sectors.

Prestigious partners who have already decided to be a part of this sweet universe are Unilever, Kodak, Sanrio, Coty, Sephora, Casio, Bandai, Sega and Hallmark, to name a few. In close collaboration with the brand, they have created authentic and original Chups Chups products. Today more than 3000 product references are launched each year, in sectors creating lifestylle products: fashion Tees, personal care, accessories, toys, gadgets and more... A whole Chupa Chups universe of products opens up for kids and teens. In 2009 the sales of these licenses amounted to 40 mln €, being distributed in over 100.000 outlets. The Spanish market represents a third of the business, another third is generated in Europe and the rest is concentrated in Japan, where the brand is living a boom: last year Chupa Chups received the licensing award for the best licensed product by LIMA for the Bath Ball product, of which more than a million units were sold in less than one year. No doubt, one of the keys to this licensing success are the colourful and fun style guides which are designed twice a year by the brand to allow to create unique and surprising products.

The brand now wishes to expand into new territories where it enjoys a great popularity and potential. It has recently established agent agreements in France, Hong Kong, Taiwan and Korea. Future plans include a roll out of the activity in other European and Asian countries.
Chupa Chups wants to identify the right partners in those territories to design surprising novelties for its fans, which will make “Life Less Serious”.