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FIND MENTOS®, AIRHEADS® AND CHUPA CHUPS®IN THE 5 SURPRISE MINI BRANDS BY ZURU!

Monday, May 27th, 2019
Perfetti Van Melle is excited to be a part of the 5 Surprise Mini Brand collection launched by innovative toymaker ZURU in Walmart USA and Canada this spring. These collectibles that fit in your hand are realistic miniatures of the world’s most iconic and loved shopping brands. After unwrapping, peeling and revealing the reusable capsules, over 70 different miniature collectibles and shopping accessories can be discovered. With its dynamic in store presence the Mini Brand Collection is creating a major impact in Walmart stores.

No less than three of Perfetti Van Melle’s most loved and iconic brands are included in this collection: Mentos®, Airheads® and Chupa Chups®. Mentos® also has the honor of being one of the super rare finds: the golden Mentos® mini!

The launch campaign by leading kids influencers is already enjoying massive success receiving millions of views of the unboxing videos of this fun collectible collection on Youtube and Instagram.

TMT Plaza shopping mall dressed up by Mentos to celebrate the CNY!

Wednesday, January 23rd, 2019
TMT PLAZA has teamed up with the group Perfetti Van Melle for the first time ever to create the sweetest CNY Mentos® Event in Hong Kong!!

The shopping mall has dressed up by the popular confectionary brand Mentos® to share the sweet and festive Lunar new year’s spirit with all Hong Kongese families from January 20th to February 19th, 2019.

The Piggy thematic event features Mentos® decorations, including ferry wheels, playground slides and a game zone to provide the perfect venue for visitors to enjoy special new years’ moments. Furthermore, there is a redemption program where the consumers can get a cuddly Mentos® Piggy or a Mentos® Piggies’ Lucky Wheel red packet set, and the icing on the cake, a Mentos special shop with an exclusive range of fruity and minty Mentos candy in different formats to suit every taste.

All TMT PLAZA costumers and Mentos® fans will be able to experience the joy of the PIG new year as they indulge themselves in this festive atmosphere.

FASHION GOES FRESH WITH MENTOS® AND SMINT®!

Wednesday, October 3rd, 2018
Zara, the leading international fashion retailer has teamed up once again with the confectionery group Perfetti van Melle, with its two fresh and iconic brands: SMINT® and MENTOS®.

Mentos®, one of the most popular candy brands in the world, has inspired an oversize logo hoodie with the popular mint roll on the back. Did you know that 50 of these rolls are consumed every second worldwide?

SMINT®, always the kiss booster, seduces the fashion industry with a super trendy T-shirt with the evergreen claim “NO SMINT NO KISS” and the iconic strawberry SMINT® tin. In this outfit, you've never been so ready to kiss!

The T-shirt and hoodie are now available all around the world in brick and mortar and online Zara stores.

Kiss lovers and mint addicts… don’t miss the opportunity to buy them both!

PERFETTI VAN MELLE’S CHUPA CHUPS® TO WELCOME VISITORS AT EXPO JAPAN

Tuesday, April 17th, 2018
Global confectionery manufacturer Perfetti van Melle is prepping up to exhibit at the upcoming Licensing Expo in Japan, to be held in Tokyo from April 25th to 27th.
The candy group is excited at the prospect of being a first time exhibitor at the show with three of its jewel brands: Chupa Chups®, Frisk® and Mentos®.
All visitors at the show will receive a sweet welcome from Chupa Chups®, with the show staff offering lollipops and dressed in fun brand outfits.

Chupa Chups® has been a hit in the Japanese licensing scene for the past fifteen years. The strategic partner behind the successful lifestyle program is Sanrio Far East. They have built a strong Chupa Chups® program with many prestigious partners which include among others SEGA, UNIQLO, Takara Tomy, CASIO, Bandai, Itochu and Suntori. The lollipop is always the perfect inspiration to create colourful and quirky gadgets that are loved by the Japanese public.
More recently the Frisk® brand, synonym for a strong refreshing mint and a true mental energizer, has started a premium licensing program. It offers a unique style interpretation of this iconic brand, perfect to create original fashion and must have accessories for young and trendy urban professionals in Japan. The first year of its launch, Frisk® face masks by Suzuran got proclaimed as the winner of the best new product award at the Tokyo Gift Show in 2016.

This year Mentos® will make its debut in the Japanese licensing scene, with an amazing style guide proposal, inspired by the pastel colors of the delicious fruit flavours.
Christine Cool, Area Licensing Manager of Perfetti van Melle explains: “We are very much looking forward to being a strategic part of Expo Japan. This market has been one of our most relevant licensing markets for many years now. It still has a lot of untapped potential and we believe this is an excellent platform to meet new partners who wish to create novelty products inspired by our sweet and fresh brands.”

Yes I Am for Mentos®, a fashion party for the Mentos capsule collection.

Monday, April 24th, 2017
The iconic Mentos® packaging is at the heart of a new co-branding and fashion collaboration in this latest “Yes I Am for Mentos®” launch..

Not long ago, Mentos® stepped up its licensing program, immediately sharing its brand values with other partners. A first cameo was Pantone Colorwear x Mentos®, launched at Pitti in January 2015, then last year came Citroen with the “stay fresh“ campaign in collaboration with C1.

Now, Mentos® and an Italian peculiar fashion label, Yes I Am, have designed a limited edition of Swimwear and windbreakers jackets launched to create buzz on both brands, and inspirations which are relevant to all the next Mentos® partners.

Yes I Am is a recently launched brand of men’s beachwear, which DNA could be summarized in three words: bold, colorful, and cheeky. Loved by bloggers and socialites, it is now coming out from its niche to be found in concept stores like M Collective in Milan, where visual merchandising is organized by state of mind.

M Collective hosted the party launch of Yes I Am for Mentos®, during the hectic days of the Design Week. The ironic swimsuits and jackets were presented by Cristiano Rinaldi himself with his team, together with the licensing team from Perfetti Van Melle, owner of Mentos® brand, in a disco atmosphere with models, music and drinks and party animals lining up outside.

The fresh and cheeky collection is now on shelves in selected stores around Italy and available online: http://www.cristianorinaldi.com

Mentos® on wheels!

Tuesday, July 19th, 2016
The Perfetti van Melle group, through its French Licensing agency Stories, has partnered with the French car manufacturer Citroën on the occasion of a special edition launch of 1200 C1 MENTOS® cars. The car is also available with a convertible version.

The Citroën C1 Mentos® is a refreshing new series available in France as of last June 2016.

The C1 Mentos® car is distinguished by a roof sticker and red sunrise mirrors, a Grey Porcelain Interior Color Pack and floor mats. The equipment also adds the tachometer, heated door mirrors, a 4 HP audio system with steering wheel controls and Bluetooth.

Mentos® brings fun and freshness to this collaboration by offering a welcome Mentos® pack and a fresh touch in the Citroën dealers in France. Consumers will be delighted with surprising goodies and products to enjoy a true Mentos® experience inside the car!

The C1 Mentos® launch is supported by an advertising campaign developed for the occasion which involves digital, print, social media and in-store promotion. The campaign is all about the FRESH and FUN character of the Mentos® brand.



About Citroën:
Citroën is an international automotive brand with a core full-line range. A purveyor of optimism since 1919, the Brand stands apart through its creativity and boldness – values that it places at the service of its customers by devising fresh solutions to the challenges arising in each new era. Citroën today is reinventing itself with models placing a premium on design, comfort and technological intelligence and with a seamless and transparent customer experience, as illustrated by its online opinion site, Citroën Advisor. With 10,000 customer contact points and presence in over 90 countries, Citroën sold nearly 1.2 million vehicles in 2015. The Brand has also amassed eight Constructors’ titles in the WRC and won its second consecutive Constructors’ title in the FIA WTCC in 2015.

PERFETTI VAN MELLE CREATING ENJOYMENT!

Friday, June 3rd, 2016
The company behind the iconic Chupa Chups®, Airheads®, Mentos® and other brands continues to find new ways to extend its properties through licensing. By Jim Harris

The Chupa Chups® lollipop brand has brought happiness and enjoyment to millions of customers around the world for nearly 60 years. The brand’s diverse profile of more than 100 flavors and colorful marketing – much of which is focused on its distinctive flower logo designed by Salvador Dali – have helped make it a leading candy brand.

Perfetti Van Melle, the worldwide confectionary company that has owned the brand since 2006, believes in spreading the joy of Chupa Chups® through more than just the lollipops themselves. “We try to have everything we do speak about the brand, and tell stories around the brand in different ways,” says Christine Cool, licensing area manager for the Barcelona-based company. “Our products truly give a sense of enjoyment to people.”

Product licensing is one way the brand tells its story.
Chupa Chups® licensing originated in the late 1990s in Spain, when the brand was approached by Spanish and European stationery, apparel and eyeglass makers interested in extending the brand. This interest led it to establish a formal licensing division in 2000.

“Our company founder was a visionary who understood the value of licensing activity,” Licensing Area Manager Marta Ballesteros says. “The goal of our licensing division since the beginning was to extend the brand across a variety of sectors to create additional visibility and revenue.”

The Chupa Chups® lollipop was invented in 1958 and first trademarked in 1962. The brand has a presence in more than 150 countries and is the global market leader in Europe, Russia and Japan in the lollipop segment.

Making a Connection
Chupa Chups® today has dozens of active licenses. Lifestyle products bearing the brand include apparel, fashion accessories, personal care items, stationery and gift items. The brand has thousands of licensed product references available in hotspot retailers worldwide, including high-fashion retailers such as Zara and H&M.

Perfetti Van Melle expanded its licensing efforts beyond Chupa Chups® in 2010, when it started licensing its Airheads® candy brand in the United States. Last year, the company expanded licensing efforts to include its two most popular mint brands: Mentos®, which it licenses in Europe and the USA; and Frisk, the leading mint brand in Japan. All three brands have inspired lifestyle and gift lines available in their respective home markets.

“We see licensing as the perfect communication tool to refresh our brands and keep them constantly trending while also increasing their visibility,” Ballesteros says. “From a marketing perspective, licensing creates new touch points with our consumers and creates greater loyalty for the brand.”

Most licensing deals tend to have a three-year lifespan, though several of the brand’s apparel partners have been on board for more than five years. The brand’s longest-lived licensee, Coty, has produced Chupa Chups®-themed fragrances available in Europe for more than 10 years.

One of the company’s biggest strengths in licensing is its expertise in graphic design. “Our brand has a very clear identity, starting with the logo,” Cool says. “We have created more than 1,000 different graphics and images around the brand since we first started licensing. Our partners have told us that our wealth of new designs and ability to align with the latest fashion trends is what they appreciate most about our brand.”

Perfetti Van Melle’s brands also have unique aroma profiles, making them a natural for fragrances as well as air fresheners. “Our brands have a very clear identity and make an emotional link with customers,” she adds.

Keeping Cool
The initial Airheads® licensing effort gave Perfetti Van Melle its first experience in the food and beverage category, which today is a major focus area for the Group’s licensing division.

A licensed Airheads® ice cream, marketed by Unilever from 2010 to 2014, was so successful in the United States the company expanded the concept. Today, ice cream manufacturer Koldwave produces more than 10 SKUs of Airheads-branded ice cream available across the United States. A line of Airheads® freeze bars produced by JelSert will hit the U.S. market in 2017.

Perfetti Van Melle recently signed an agreement with Unilever to produce ice cream for the European market. A range of individually wrapped Chupa Chups® Calippo Shots ice creams with flavors including cola with lemon and sour cherry with banana will launch this summer.

The company plans to extend its efforts beyond ice cream and into other food and beverage products including baked goods, beverages and desserts, Ballesteros notes.

Staying Innovative
Although much of Perfetti Van Melle’s licensing efforts in the United States have centered on the Airheads® brand, it recently took a major step to introduce Chupa Chups® and Mentos® for licensing opportunities stateside.

The company last year reached a deal with IT’SUGAR, a specialty candy store with more than 90 retail locations in US hotspots, for a “shop-in-shop” concept. IT’SUGAR locations feature a “Chupa Chups® Corner” with candy as well as other licensed products including apparel, pillows and accessories.

The concept proved so successful that in June IT’SUGAR will launch an in-store concept for Airheads® in recognition of the brand’s 30th anniversary. “This is a concept that is really based around the enjoyment of candy,” Cool says.

Perfetti Van Melle continues to seek new ways to present Chupa Chups® and its other brands to customers. One of the company’s more unique licensing initiatives is a limited-edition Mentos® car, manufactured by French carmaker Citroën for the French market.

“We keep innovating all the time with all of our brands and believe in staying on top of development and making high-quality confectionery products,” Cool says. “Our company philosophy is based on continuous innovation, having high quality standards for our products and tapping into consumers’ desires.”

PERFETTI VAN MELLE TO SHOWCASE ITS LOVE BRANDS AT LICENSING EXPO FOR LIFESTYLE AND NEW FOOD & BEVERAGE OPPORTUNITIES

Friday, June 3rd, 2016
Perfetti van Melle will be present at Licensing Expo with its brands Airheads®, Chupa Chups® and Mentos® and has exciting plans in store for 2017! The long-standing heritage and built-in brand awareness of these brands allows for massive opportunities in licensing, both for lifestyle-oriented products as well as in the food and beverage aisles.

The company has partnered with Beanstalk (booth G156), a global brand extension agency, to develop food and beverage extensions with Airheads® in the United States. Beanstalk helped to launch an assortment of Airheads® ice cream in in the U.S. in 2015 with Koldwave Foods. This year, Airheads® fans will be able to experience their favourite candy in new water-based frozen novelty products that capture all the flavours of Airheads®. Through a partnership with Jel Sert, also brokered by Beanstalk, Airheads® will launch shelf stable freezer bars in 2017. Perfetti is already exploring new exciting opportunities to take the intense and tangy Airheads® flavour to desserts, beverages and bakery products.

With their exuberant and colourful image, these brands are also perfect for lifestyle categories and they are represented by boutique agencies with a great understanding of the brands’ art DNA: Jewel Branding & Licensing represents Airheads®, while Lisa Marks Associates represents Mentos® and Chupa Chups®.

This 2016, the popular candy brand Airheads® celebrates its 30th anniversary with an Epic Birthday Bash, new launches and incredible surprises. In its new campaign, the brand celebrates the deliciously playful experience it offers to fans who want to spark fun into life’s everyday moments. This spring they will discover that 7-Eleven offers a real Airheads® Xtremes Slurpee®!

Furthermore, this June, the first ever Airheads® shop-in-shop will open in IT’Sugar, the country’s most loved candy hotspot. IT’Sugar and Airheads® will premiere an exclusive line of new apparel, squishy pillows, and fun candy-colored accessories along with candy in special and giant formats, in stores across the nation.

On the licensing front, new lifestyle projects will be revealed very soon, inspired by the striking fashion artwork which will be presented by Jewel Branding & Licensing (booth J101) and which will thrill tweens and retailers alike.

Chupa Chups® has been licensing its iconic logo, designed by Salvador Dalí, and its amazing artwork to an array of lifestyle collections across Europe and Asia for over fifteen years. Now Chupa Chups® takes this sweet success story to the North American market, represented by Lisa Marks Associates (booth H108), who also represents Perfetti’s most international brand: Mentos®.

Mentos® is a truly global brand which enjoys huge international brand awareness. Inspired by its unique heritage and fresh and fun characteristics, an art portfolio has been developed to roll out categories that reflect the cutting-edge interests of the Mentos® consumer to include apparel, personal care, electronics and sports, targeted to young adults across the US and the European market. The brand’s minty and fruity aroma profile and chewy texture can inspire amazing products.


For lifestyle opportunities on Airheads® please contact Samira Ali at Jewel Branding & Licensing: Samira@jewelbranding.com. Booth J101 at the Licensing Expo.

For lifestyle opportunities on Mentos® please contact Lisa Marks at Lisa Marks Associates: lmarks@lma-inc.com. Booth H108 at the Licensing Expo.

For food and beverage opportunities on Airheads® and Chupa Chups® contact Lauren Montemaro at Beanstalk: lauren.montemaro@beanstalk.com. Booth G156 at the Licensing Expo.

For more information please visit: www.pvmlicensing.com

The new Mentos toiletries line

Wednesday, May 18th, 2016
After the Chupa Chups toiletries line launched last Christmas, Perfetti Van Melle scores another success in the beauty market, this time with Mentos brand.

Perfetti van Melle launched only in 2015 a dynamic licensing program in Europe and USA with Mentos and they are already fully engaged with licensing projects.

As anticipated by Marta Ballesteros, Area Licensing Manager at Perfeti Van Melle, in her interview last October, Mentos has a strong personality and strong relevance among the young adult target, its “freshness” concept is just perfect to develop original concept like this new personal care line.

Unveiled today during Cosmoprof, the new Mentos toiletries range, developed by GS Converting Wet Wipes, is composed by bath foam, liquid soap, hands cream, deodorant and wet wipes in a double version, the “So Fresh” with minty-fresh sensation tanking inspiration by the Mentos classic blue mint roll and the “So Fruity” a fruity-fresh sensation of red berries.

Will complete the “So Fresh” line a special male capsule composed by a shaving foam and an aftershave to be discovered!

The line will be available in the best Italian supermarkets and drugstores starting from next season.

FIND MENTOS®, AIRHEADS® AND CHUPA CHUPS®IN THE 5 SURPRISE MINI BRANDS BY ZURU!

Monday, May 27th, 2019
Perfetti Van Melle is excited to be a part of the 5 Surprise Mini Brand collection launched by innovative toymaker ZURU in Walmart USA and Canada this spring. These collectibles that fit in your hand are realistic miniatures of the world’s most iconic and loved shopping brands. After unwrapping, peeling and revealing the reusable capsules, over 70 different miniature collectibles and shopping accessories can be discovered. With its dynamic in store presence the Mini Brand Collection is creating a major impact in Walmart stores.

No less than three of Perfetti Van Melle’s most loved and iconic brands are included in this collection: Mentos®, Airheads® and Chupa Chups®. Mentos® also has the honor of being one of the super rare finds: the golden Mentos® mini!

The launch campaign by leading kids influencers is already enjoying massive success receiving millions of views of the unboxing videos of this fun collectible collection on Youtube and Instagram.

TMT Plaza shopping mall dressed up by Mentos to celebrate the CNY!

Wednesday, January 23rd, 2019
TMT PLAZA has teamed up with the group Perfetti Van Melle for the first time ever to create the sweetest CNY Mentos® Event in Hong Kong!!

The shopping mall has dressed up by the popular confectionary brand Mentos® to share the sweet and festive Lunar new year’s spirit with all Hong Kongese families from January 20th to February 19th, 2019.

The Piggy thematic event features Mentos® decorations, including ferry wheels, playground slides and a game zone to provide the perfect venue for visitors to enjoy special new years’ moments. Furthermore, there is a redemption program where the consumers can get a cuddly Mentos® Piggy or a Mentos® Piggies’ Lucky Wheel red packet set, and the icing on the cake, a Mentos special shop with an exclusive range of fruity and minty Mentos candy in different formats to suit every taste.

All TMT PLAZA costumers and Mentos® fans will be able to experience the joy of the PIG new year as they indulge themselves in this festive atmosphere.

FASHION GOES FRESH WITH MENTOS® AND SMINT®!

Wednesday, October 3rd, 2018
Zara, the leading international fashion retailer has teamed up once again with the confectionery group Perfetti van Melle, with its two fresh and iconic brands: SMINT® and MENTOS®.

Mentos®, one of the most popular candy brands in the world, has inspired an oversize logo hoodie with the popular mint roll on the back. Did you know that 50 of these rolls are consumed every second worldwide?

SMINT®, always the kiss booster, seduces the fashion industry with a super trendy T-shirt with the evergreen claim “NO SMINT NO KISS” and the iconic strawberry SMINT® tin. In this outfit, you've never been so ready to kiss!

The T-shirt and hoodie are now available all around the world in brick and mortar and online Zara stores.

Kiss lovers and mint addicts… don’t miss the opportunity to buy them both!

PERFETTI VAN MELLE’S CHUPA CHUPS® TO WELCOME VISITORS AT EXPO JAPAN

Tuesday, April 17th, 2018
Global confectionery manufacturer Perfetti van Melle is prepping up to exhibit at the upcoming Licensing Expo in Japan, to be held in Tokyo from April 25th to 27th.
The candy group is excited at the prospect of being a first time exhibitor at the show with three of its jewel brands: Chupa Chups®, Frisk® and Mentos®.
All visitors at the show will receive a sweet welcome from Chupa Chups®, with the show staff offering lollipops and dressed in fun brand outfits.

Chupa Chups® has been a hit in the Japanese licensing scene for the past fifteen years. The strategic partner behind the successful lifestyle program is Sanrio Far East. They have built a strong Chupa Chups® program with many prestigious partners which include among others SEGA, UNIQLO, Takara Tomy, CASIO, Bandai, Itochu and Suntori. The lollipop is always the perfect inspiration to create colourful and quirky gadgets that are loved by the Japanese public.
More recently the Frisk® brand, synonym for a strong refreshing mint and a true mental energizer, has started a premium licensing program. It offers a unique style interpretation of this iconic brand, perfect to create original fashion and must have accessories for young and trendy urban professionals in Japan. The first year of its launch, Frisk® face masks by Suzuran got proclaimed as the winner of the best new product award at the Tokyo Gift Show in 2016.

This year Mentos® will make its debut in the Japanese licensing scene, with an amazing style guide proposal, inspired by the pastel colors of the delicious fruit flavours.
Christine Cool, Area Licensing Manager of Perfetti van Melle explains: “We are very much looking forward to being a strategic part of Expo Japan. This market has been one of our most relevant licensing markets for many years now. It still has a lot of untapped potential and we believe this is an excellent platform to meet new partners who wish to create novelty products inspired by our sweet and fresh brands.”

Yes I Am for Mentos®, a fashion party for the Mentos capsule collection.

Monday, April 24th, 2017
The iconic Mentos® packaging is at the heart of a new co-branding and fashion collaboration in this latest “Yes I Am for Mentos®” launch..

Not long ago, Mentos® stepped up its licensing program, immediately sharing its brand values with other partners. A first cameo was Pantone Colorwear x Mentos®, launched at Pitti in January 2015, then last year came Citroen with the “stay fresh“ campaign in collaboration with C1.

Now, Mentos® and an Italian peculiar fashion label, Yes I Am, have designed a limited edition of Swimwear and windbreakers jackets launched to create buzz on both brands, and inspirations which are relevant to all the next Mentos® partners.

Yes I Am is a recently launched brand of men’s beachwear, which DNA could be summarized in three words: bold, colorful, and cheeky. Loved by bloggers and socialites, it is now coming out from its niche to be found in concept stores like M Collective in Milan, where visual merchandising is organized by state of mind.

M Collective hosted the party launch of Yes I Am for Mentos®, during the hectic days of the Design Week. The ironic swimsuits and jackets were presented by Cristiano Rinaldi himself with his team, together with the licensing team from Perfetti Van Melle, owner of Mentos® brand, in a disco atmosphere with models, music and drinks and party animals lining up outside.

The fresh and cheeky collection is now on shelves in selected stores around Italy and available online: http://www.cristianorinaldi.com

Mentos® on wheels!

Tuesday, July 19th, 2016
The Perfetti van Melle group, through its French Licensing agency Stories, has partnered with the French car manufacturer Citroën on the occasion of a special edition launch of 1200 C1 MENTOS® cars. The car is also available with a convertible version.

The Citroën C1 Mentos® is a refreshing new series available in France as of last June 2016.

The C1 Mentos® car is distinguished by a roof sticker and red sunrise mirrors, a Grey Porcelain Interior Color Pack and floor mats. The equipment also adds the tachometer, heated door mirrors, a 4 HP audio system with steering wheel controls and Bluetooth.

Mentos® brings fun and freshness to this collaboration by offering a welcome Mentos® pack and a fresh touch in the Citroën dealers in France. Consumers will be delighted with surprising goodies and products to enjoy a true Mentos® experience inside the car!

The C1 Mentos® launch is supported by an advertising campaign developed for the occasion which involves digital, print, social media and in-store promotion. The campaign is all about the FRESH and FUN character of the Mentos® brand.



About Citroën:
Citroën is an international automotive brand with a core full-line range. A purveyor of optimism since 1919, the Brand stands apart through its creativity and boldness – values that it places at the service of its customers by devising fresh solutions to the challenges arising in each new era. Citroën today is reinventing itself with models placing a premium on design, comfort and technological intelligence and with a seamless and transparent customer experience, as illustrated by its online opinion site, Citroën Advisor. With 10,000 customer contact points and presence in over 90 countries, Citroën sold nearly 1.2 million vehicles in 2015. The Brand has also amassed eight Constructors’ titles in the WRC and won its second consecutive Constructors’ title in the FIA WTCC in 2015.

PERFETTI VAN MELLE CREATING ENJOYMENT!

Friday, June 3rd, 2016
The company behind the iconic Chupa Chups®, Airheads®, Mentos® and other brands continues to find new ways to extend its properties through licensing. By Jim Harris

The Chupa Chups® lollipop brand has brought happiness and enjoyment to millions of customers around the world for nearly 60 years. The brand’s diverse profile of more than 100 flavors and colorful marketing – much of which is focused on its distinctive flower logo designed by Salvador Dali – have helped make it a leading candy brand.

Perfetti Van Melle, the worldwide confectionary company that has owned the brand since 2006, believes in spreading the joy of Chupa Chups® through more than just the lollipops themselves. “We try to have everything we do speak about the brand, and tell stories around the brand in different ways,” says Christine Cool, licensing area manager for the Barcelona-based company. “Our products truly give a sense of enjoyment to people.”

Product licensing is one way the brand tells its story.
Chupa Chups® licensing originated in the late 1990s in Spain, when the brand was approached by Spanish and European stationery, apparel and eyeglass makers interested in extending the brand. This interest led it to establish a formal licensing division in 2000.

“Our company founder was a visionary who understood the value of licensing activity,” Licensing Area Manager Marta Ballesteros says. “The goal of our licensing division since the beginning was to extend the brand across a variety of sectors to create additional visibility and revenue.”

The Chupa Chups® lollipop was invented in 1958 and first trademarked in 1962. The brand has a presence in more than 150 countries and is the global market leader in Europe, Russia and Japan in the lollipop segment.

Making a Connection
Chupa Chups® today has dozens of active licenses. Lifestyle products bearing the brand include apparel, fashion accessories, personal care items, stationery and gift items. The brand has thousands of licensed product references available in hotspot retailers worldwide, including high-fashion retailers such as Zara and H&M.

Perfetti Van Melle expanded its licensing efforts beyond Chupa Chups® in 2010, when it started licensing its Airheads® candy brand in the United States. Last year, the company expanded licensing efforts to include its two most popular mint brands: Mentos®, which it licenses in Europe and the USA; and Frisk, the leading mint brand in Japan. All three brands have inspired lifestyle and gift lines available in their respective home markets.

“We see licensing as the perfect communication tool to refresh our brands and keep them constantly trending while also increasing their visibility,” Ballesteros says. “From a marketing perspective, licensing creates new touch points with our consumers and creates greater loyalty for the brand.”

Most licensing deals tend to have a three-year lifespan, though several of the brand’s apparel partners have been on board for more than five years. The brand’s longest-lived licensee, Coty, has produced Chupa Chups®-themed fragrances available in Europe for more than 10 years.

One of the company’s biggest strengths in licensing is its expertise in graphic design. “Our brand has a very clear identity, starting with the logo,” Cool says. “We have created more than 1,000 different graphics and images around the brand since we first started licensing. Our partners have told us that our wealth of new designs and ability to align with the latest fashion trends is what they appreciate most about our brand.”

Perfetti Van Melle’s brands also have unique aroma profiles, making them a natural for fragrances as well as air fresheners. “Our brands have a very clear identity and make an emotional link with customers,” she adds.

Keeping Cool
The initial Airheads® licensing effort gave Perfetti Van Melle its first experience in the food and beverage category, which today is a major focus area for the Group’s licensing division.

A licensed Airheads® ice cream, marketed by Unilever from 2010 to 2014, was so successful in the United States the company expanded the concept. Today, ice cream manufacturer Koldwave produces more than 10 SKUs of Airheads-branded ice cream available across the United States. A line of Airheads® freeze bars produced by JelSert will hit the U.S. market in 2017.

Perfetti Van Melle recently signed an agreement with Unilever to produce ice cream for the European market. A range of individually wrapped Chupa Chups® Calippo Shots ice creams with flavors including cola with lemon and sour cherry with banana will launch this summer.

The company plans to extend its efforts beyond ice cream and into other food and beverage products including baked goods, beverages and desserts, Ballesteros notes.

Staying Innovative
Although much of Perfetti Van Melle’s licensing efforts in the United States have centered on the Airheads® brand, it recently took a major step to introduce Chupa Chups® and Mentos® for licensing opportunities stateside.

The company last year reached a deal with IT’SUGAR, a specialty candy store with more than 90 retail locations in US hotspots, for a “shop-in-shop” concept. IT’SUGAR locations feature a “Chupa Chups® Corner” with candy as well as other licensed products including apparel, pillows and accessories.

The concept proved so successful that in June IT’SUGAR will launch an in-store concept for Airheads® in recognition of the brand’s 30th anniversary. “This is a concept that is really based around the enjoyment of candy,” Cool says.

Perfetti Van Melle continues to seek new ways to present Chupa Chups® and its other brands to customers. One of the company’s more unique licensing initiatives is a limited-edition Mentos® car, manufactured by French carmaker Citroën for the French market.

“We keep innovating all the time with all of our brands and believe in staying on top of development and making high-quality confectionery products,” Cool says. “Our company philosophy is based on continuous innovation, having high quality standards for our products and tapping into consumers’ desires.”

PERFETTI VAN MELLE TO SHOWCASE ITS LOVE BRANDS AT LICENSING EXPO FOR LIFESTYLE AND NEW FOOD & BEVERAGE OPPORTUNITIES

Friday, June 3rd, 2016
Perfetti van Melle will be present at Licensing Expo with its brands Airheads®, Chupa Chups® and Mentos® and has exciting plans in store for 2017! The long-standing heritage and built-in brand awareness of these brands allows for massive opportunities in licensing, both for lifestyle-oriented products as well as in the food and beverage aisles.

The company has partnered with Beanstalk (booth G156), a global brand extension agency, to develop food and beverage extensions with Airheads® in the United States. Beanstalk helped to launch an assortment of Airheads® ice cream in in the U.S. in 2015 with Koldwave Foods. This year, Airheads® fans will be able to experience their favourite candy in new water-based frozen novelty products that capture all the flavours of Airheads®. Through a partnership with Jel Sert, also brokered by Beanstalk, Airheads® will launch shelf stable freezer bars in 2017. Perfetti is already exploring new exciting opportunities to take the intense and tangy Airheads® flavour to desserts, beverages and bakery products.

With their exuberant and colourful image, these brands are also perfect for lifestyle categories and they are represented by boutique agencies with a great understanding of the brands’ art DNA: Jewel Branding & Licensing represents Airheads®, while Lisa Marks Associates represents Mentos® and Chupa Chups®.

This 2016, the popular candy brand Airheads® celebrates its 30th anniversary with an Epic Birthday Bash, new launches and incredible surprises. In its new campaign, the brand celebrates the deliciously playful experience it offers to fans who want to spark fun into life’s everyday moments. This spring they will discover that 7-Eleven offers a real Airheads® Xtremes Slurpee®!

Furthermore, this June, the first ever Airheads® shop-in-shop will open in IT’Sugar, the country’s most loved candy hotspot. IT’Sugar and Airheads® will premiere an exclusive line of new apparel, squishy pillows, and fun candy-colored accessories along with candy in special and giant formats, in stores across the nation.

On the licensing front, new lifestyle projects will be revealed very soon, inspired by the striking fashion artwork which will be presented by Jewel Branding & Licensing (booth J101) and which will thrill tweens and retailers alike.

Chupa Chups® has been licensing its iconic logo, designed by Salvador Dalí, and its amazing artwork to an array of lifestyle collections across Europe and Asia for over fifteen years. Now Chupa Chups® takes this sweet success story to the North American market, represented by Lisa Marks Associates (booth H108), who also represents Perfetti’s most international brand: Mentos®.

Mentos® is a truly global brand which enjoys huge international brand awareness. Inspired by its unique heritage and fresh and fun characteristics, an art portfolio has been developed to roll out categories that reflect the cutting-edge interests of the Mentos® consumer to include apparel, personal care, electronics and sports, targeted to young adults across the US and the European market. The brand’s minty and fruity aroma profile and chewy texture can inspire amazing products.


For lifestyle opportunities on Airheads® please contact Samira Ali at Jewel Branding & Licensing: Samira@jewelbranding.com. Booth J101 at the Licensing Expo.

For lifestyle opportunities on Mentos® please contact Lisa Marks at Lisa Marks Associates: lmarks@lma-inc.com. Booth H108 at the Licensing Expo.

For food and beverage opportunities on Airheads® and Chupa Chups® contact Lauren Montemaro at Beanstalk: lauren.montemaro@beanstalk.com. Booth G156 at the Licensing Expo.

For more information please visit: www.pvmlicensing.com

The new Mentos toiletries line

Wednesday, May 18th, 2016
After the Chupa Chups toiletries line launched last Christmas, Perfetti Van Melle scores another success in the beauty market, this time with Mentos brand.

Perfetti van Melle launched only in 2015 a dynamic licensing program in Europe and USA with Mentos and they are already fully engaged with licensing projects.

As anticipated by Marta Ballesteros, Area Licensing Manager at Perfeti Van Melle, in her interview last October, Mentos has a strong personality and strong relevance among the young adult target, its “freshness” concept is just perfect to develop original concept like this new personal care line.

Unveiled today during Cosmoprof, the new Mentos toiletries range, developed by GS Converting Wet Wipes, is composed by bath foam, liquid soap, hands cream, deodorant and wet wipes in a double version, the “So Fresh” with minty-fresh sensation tanking inspiration by the Mentos classic blue mint roll and the “So Fruity” a fruity-fresh sensation of red berries.

Will complete the “So Fresh” line a special male capsule composed by a shaving foam and an aftershave to be discovered!

The line will be available in the best Italian supermarkets and drugstores starting from next season.

FIND MENTOS®, AIRHEADS® AND CHUPA CHUPS®IN THE 5 SURPRISE MINI BRANDS BY ZURU!

Monday, May 27th, 2019
Perfetti Van Melle is excited to be a part of the 5 Surprise Mini Brand collection launched by innovative toymaker ZURU in Walmart USA and Canada this spring. These collectibles that fit in your hand are realistic miniatures of the world’s most iconic and loved shopping brands. After unwrapping, peeling and revealing the reusable capsules, over 70 different miniature collectibles and shopping accessories can be discovered. With its dynamic in store presence the Mini Brand Collection is creating a major impact in Walmart stores.

No less than three of Perfetti Van Melle’s most loved and iconic brands are included in this collection: Mentos®, Airheads® and Chupa Chups®. Mentos® also has the honor of being one of the super rare finds: the golden Mentos® mini!

The launch campaign by leading kids influencers is already enjoying massive success receiving millions of views of the unboxing videos of this fun collectible collection on Youtube and Instagram.

TMT Plaza shopping mall dressed up by Mentos to celebrate the CNY!

Wednesday, January 23rd, 2019
TMT PLAZA has teamed up with the group Perfetti Van Melle for the first time ever to create the sweetest CNY Mentos® Event in Hong Kong!!

The shopping mall has dressed up by the popular confectionary brand Mentos® to share the sweet and festive Lunar new year’s spirit with all Hong Kongese families from January 20th to February 19th, 2019.

The Piggy thematic event features Mentos® decorations, including ferry wheels, playground slides and a game zone to provide the perfect venue for visitors to enjoy special new years’ moments. Furthermore, there is a redemption program where the consumers can get a cuddly Mentos® Piggy or a Mentos® Piggies’ Lucky Wheel red packet set, and the icing on the cake, a Mentos special shop with an exclusive range of fruity and minty Mentos candy in different formats to suit every taste.

All TMT PLAZA costumers and Mentos® fans will be able to experience the joy of the PIG new year as they indulge themselves in this festive atmosphere.

FASHION GOES FRESH WITH MENTOS® AND SMINT®!

Wednesday, October 3rd, 2018
Zara, the leading international fashion retailer has teamed up once again with the confectionery group Perfetti van Melle, with its two fresh and iconic brands: SMINT® and MENTOS®.

Mentos®, one of the most popular candy brands in the world, has inspired an oversize logo hoodie with the popular mint roll on the back. Did you know that 50 of these rolls are consumed every second worldwide?

SMINT®, always the kiss booster, seduces the fashion industry with a super trendy T-shirt with the evergreen claim “NO SMINT NO KISS” and the iconic strawberry SMINT® tin. In this outfit, you've never been so ready to kiss!

The T-shirt and hoodie are now available all around the world in brick and mortar and online Zara stores.

Kiss lovers and mint addicts… don’t miss the opportunity to buy them both!

PERFETTI VAN MELLE’S CHUPA CHUPS® TO WELCOME VISITORS AT EXPO JAPAN

Tuesday, April 17th, 2018
Global confectionery manufacturer Perfetti van Melle is prepping up to exhibit at the upcoming Licensing Expo in Japan, to be held in Tokyo from April 25th to 27th.
The candy group is excited at the prospect of being a first time exhibitor at the show with three of its jewel brands: Chupa Chups®, Frisk® and Mentos®.
All visitors at the show will receive a sweet welcome from Chupa Chups®, with the show staff offering lollipops and dressed in fun brand outfits.

Chupa Chups® has been a hit in the Japanese licensing scene for the past fifteen years. The strategic partner behind the successful lifestyle program is Sanrio Far East. They have built a strong Chupa Chups® program with many prestigious partners which include among others SEGA, UNIQLO, Takara Tomy, CASIO, Bandai, Itochu and Suntori. The lollipop is always the perfect inspiration to create colourful and quirky gadgets that are loved by the Japanese public.
More recently the Frisk® brand, synonym for a strong refreshing mint and a true mental energizer, has started a premium licensing program. It offers a unique style interpretation of this iconic brand, perfect to create original fashion and must have accessories for young and trendy urban professionals in Japan. The first year of its launch, Frisk® face masks by Suzuran got proclaimed as the winner of the best new product award at the Tokyo Gift Show in 2016.

This year Mentos® will make its debut in the Japanese licensing scene, with an amazing style guide proposal, inspired by the pastel colors of the delicious fruit flavours.
Christine Cool, Area Licensing Manager of Perfetti van Melle explains: “We are very much looking forward to being a strategic part of Expo Japan. This market has been one of our most relevant licensing markets for many years now. It still has a lot of untapped potential and we believe this is an excellent platform to meet new partners who wish to create novelty products inspired by our sweet and fresh brands.”

Yes I Am for Mentos®, a fashion party for the Mentos capsule collection.

Monday, April 24th, 2017
The iconic Mentos® packaging is at the heart of a new co-branding and fashion collaboration in this latest “Yes I Am for Mentos®” launch..

Not long ago, Mentos® stepped up its licensing program, immediately sharing its brand values with other partners. A first cameo was Pantone Colorwear x Mentos®, launched at Pitti in January 2015, then last year came Citroen with the “stay fresh“ campaign in collaboration with C1.

Now, Mentos® and an Italian peculiar fashion label, Yes I Am, have designed a limited edition of Swimwear and windbreakers jackets launched to create buzz on both brands, and inspirations which are relevant to all the next Mentos® partners.

Yes I Am is a recently launched brand of men’s beachwear, which DNA could be summarized in three words: bold, colorful, and cheeky. Loved by bloggers and socialites, it is now coming out from its niche to be found in concept stores like M Collective in Milan, where visual merchandising is organized by state of mind.

M Collective hosted the party launch of Yes I Am for Mentos®, during the hectic days of the Design Week. The ironic swimsuits and jackets were presented by Cristiano Rinaldi himself with his team, together with the licensing team from Perfetti Van Melle, owner of Mentos® brand, in a disco atmosphere with models, music and drinks and party animals lining up outside.

The fresh and cheeky collection is now on shelves in selected stores around Italy and available online: http://www.cristianorinaldi.com

Mentos® on wheels!

Tuesday, July 19th, 2016
The Perfetti van Melle group, through its French Licensing agency Stories, has partnered with the French car manufacturer Citroën on the occasion of a special edition launch of 1200 C1 MENTOS® cars. The car is also available with a convertible version.

The Citroën C1 Mentos® is a refreshing new series available in France as of last June 2016.

The C1 Mentos® car is distinguished by a roof sticker and red sunrise mirrors, a Grey Porcelain Interior Color Pack and floor mats. The equipment also adds the tachometer, heated door mirrors, a 4 HP audio system with steering wheel controls and Bluetooth.

Mentos® brings fun and freshness to this collaboration by offering a welcome Mentos® pack and a fresh touch in the Citroën dealers in France. Consumers will be delighted with surprising goodies and products to enjoy a true Mentos® experience inside the car!

The C1 Mentos® launch is supported by an advertising campaign developed for the occasion which involves digital, print, social media and in-store promotion. The campaign is all about the FRESH and FUN character of the Mentos® brand.



About Citroën:
Citroën is an international automotive brand with a core full-line range. A purveyor of optimism since 1919, the Brand stands apart through its creativity and boldness – values that it places at the service of its customers by devising fresh solutions to the challenges arising in each new era. Citroën today is reinventing itself with models placing a premium on design, comfort and technological intelligence and with a seamless and transparent customer experience, as illustrated by its online opinion site, Citroën Advisor. With 10,000 customer contact points and presence in over 90 countries, Citroën sold nearly 1.2 million vehicles in 2015. The Brand has also amassed eight Constructors’ titles in the WRC and won its second consecutive Constructors’ title in the FIA WTCC in 2015.

PERFETTI VAN MELLE CREATING ENJOYMENT!

Friday, June 3rd, 2016
The company behind the iconic Chupa Chups®, Airheads®, Mentos® and other brands continues to find new ways to extend its properties through licensing. By Jim Harris

The Chupa Chups® lollipop brand has brought happiness and enjoyment to millions of customers around the world for nearly 60 years. The brand’s diverse profile of more than 100 flavors and colorful marketing – much of which is focused on its distinctive flower logo designed by Salvador Dali – have helped make it a leading candy brand.

Perfetti Van Melle, the worldwide confectionary company that has owned the brand since 2006, believes in spreading the joy of Chupa Chups® through more than just the lollipops themselves. “We try to have everything we do speak about the brand, and tell stories around the brand in different ways,” says Christine Cool, licensing area manager for the Barcelona-based company. “Our products truly give a sense of enjoyment to people.”

Product licensing is one way the brand tells its story.
Chupa Chups® licensing originated in the late 1990s in Spain, when the brand was approached by Spanish and European stationery, apparel and eyeglass makers interested in extending the brand. This interest led it to establish a formal licensing division in 2000.

“Our company founder was a visionary who understood the value of licensing activity,” Licensing Area Manager Marta Ballesteros says. “The goal of our licensing division since the beginning was to extend the brand across a variety of sectors to create additional visibility and revenue.”

The Chupa Chups® lollipop was invented in 1958 and first trademarked in 1962. The brand has a presence in more than 150 countries and is the global market leader in Europe, Russia and Japan in the lollipop segment.

Making a Connection
Chupa Chups® today has dozens of active licenses. Lifestyle products bearing the brand include apparel, fashion accessories, personal care items, stationery and gift items. The brand has thousands of licensed product references available in hotspot retailers worldwide, including high-fashion retailers such as Zara and H&M.

Perfetti Van Melle expanded its licensing efforts beyond Chupa Chups® in 2010, when it started licensing its Airheads® candy brand in the United States. Last year, the company expanded licensing efforts to include its two most popular mint brands: Mentos®, which it licenses in Europe and the USA; and Frisk, the leading mint brand in Japan. All three brands have inspired lifestyle and gift lines available in their respective home markets.

“We see licensing as the perfect communication tool to refresh our brands and keep them constantly trending while also increasing their visibility,” Ballesteros says. “From a marketing perspective, licensing creates new touch points with our consumers and creates greater loyalty for the brand.”

Most licensing deals tend to have a three-year lifespan, though several of the brand’s apparel partners have been on board for more than five years. The brand’s longest-lived licensee, Coty, has produced Chupa Chups®-themed fragrances available in Europe for more than 10 years.

One of the company’s biggest strengths in licensing is its expertise in graphic design. “Our brand has a very clear identity, starting with the logo,” Cool says. “We have created more than 1,000 different graphics and images around the brand since we first started licensing. Our partners have told us that our wealth of new designs and ability to align with the latest fashion trends is what they appreciate most about our brand.”

Perfetti Van Melle’s brands also have unique aroma profiles, making them a natural for fragrances as well as air fresheners. “Our brands have a very clear identity and make an emotional link with customers,” she adds.

Keeping Cool
The initial Airheads® licensing effort gave Perfetti Van Melle its first experience in the food and beverage category, which today is a major focus area for the Group’s licensing division.

A licensed Airheads® ice cream, marketed by Unilever from 2010 to 2014, was so successful in the United States the company expanded the concept. Today, ice cream manufacturer Koldwave produces more than 10 SKUs of Airheads-branded ice cream available across the United States. A line of Airheads® freeze bars produced by JelSert will hit the U.S. market in 2017.

Perfetti Van Melle recently signed an agreement with Unilever to produce ice cream for the European market. A range of individually wrapped Chupa Chups® Calippo Shots ice creams with flavors including cola with lemon and sour cherry with banana will launch this summer.

The company plans to extend its efforts beyond ice cream and into other food and beverage products including baked goods, beverages and desserts, Ballesteros notes.

Staying Innovative
Although much of Perfetti Van Melle’s licensing efforts in the United States have centered on the Airheads® brand, it recently took a major step to introduce Chupa Chups® and Mentos® for licensing opportunities stateside.

The company last year reached a deal with IT’SUGAR, a specialty candy store with more than 90 retail locations in US hotspots, for a “shop-in-shop” concept. IT’SUGAR locations feature a “Chupa Chups® Corner” with candy as well as other licensed products including apparel, pillows and accessories.

The concept proved so successful that in June IT’SUGAR will launch an in-store concept for Airheads® in recognition of the brand’s 30th anniversary. “This is a concept that is really based around the enjoyment of candy,” Cool says.

Perfetti Van Melle continues to seek new ways to present Chupa Chups® and its other brands to customers. One of the company’s more unique licensing initiatives is a limited-edition Mentos® car, manufactured by French carmaker Citroën for the French market.

“We keep innovating all the time with all of our brands and believe in staying on top of development and making high-quality confectionery products,” Cool says. “Our company philosophy is based on continuous innovation, having high quality standards for our products and tapping into consumers’ desires.”

PERFETTI VAN MELLE TO SHOWCASE ITS LOVE BRANDS AT LICENSING EXPO FOR LIFESTYLE AND NEW FOOD & BEVERAGE OPPORTUNITIES

Friday, June 3rd, 2016
Perfetti van Melle will be present at Licensing Expo with its brands Airheads®, Chupa Chups® and Mentos® and has exciting plans in store for 2017! The long-standing heritage and built-in brand awareness of these brands allows for massive opportunities in licensing, both for lifestyle-oriented products as well as in the food and beverage aisles.

The company has partnered with Beanstalk (booth G156), a global brand extension agency, to develop food and beverage extensions with Airheads® in the United States. Beanstalk helped to launch an assortment of Airheads® ice cream in in the U.S. in 2015 with Koldwave Foods. This year, Airheads® fans will be able to experience their favourite candy in new water-based frozen novelty products that capture all the flavours of Airheads®. Through a partnership with Jel Sert, also brokered by Beanstalk, Airheads® will launch shelf stable freezer bars in 2017. Perfetti is already exploring new exciting opportunities to take the intense and tangy Airheads® flavour to desserts, beverages and bakery products.

With their exuberant and colourful image, these brands are also perfect for lifestyle categories and they are represented by boutique agencies with a great understanding of the brands’ art DNA: Jewel Branding & Licensing represents Airheads®, while Lisa Marks Associates represents Mentos® and Chupa Chups®.

This 2016, the popular candy brand Airheads® celebrates its 30th anniversary with an Epic Birthday Bash, new launches and incredible surprises. In its new campaign, the brand celebrates the deliciously playful experience it offers to fans who want to spark fun into life’s everyday moments. This spring they will discover that 7-Eleven offers a real Airheads® Xtremes Slurpee®!

Furthermore, this June, the first ever Airheads® shop-in-shop will open in IT’Sugar, the country’s most loved candy hotspot. IT’Sugar and Airheads® will premiere an exclusive line of new apparel, squishy pillows, and fun candy-colored accessories along with candy in special and giant formats, in stores across the nation.

On the licensing front, new lifestyle projects will be revealed very soon, inspired by the striking fashion artwork which will be presented by Jewel Branding & Licensing (booth J101) and which will thrill tweens and retailers alike.

Chupa Chups® has been licensing its iconic logo, designed by Salvador Dalí, and its amazing artwork to an array of lifestyle collections across Europe and Asia for over fifteen years. Now Chupa Chups® takes this sweet success story to the North American market, represented by Lisa Marks Associates (booth H108), who also represents Perfetti’s most international brand: Mentos®.

Mentos® is a truly global brand which enjoys huge international brand awareness. Inspired by its unique heritage and fresh and fun characteristics, an art portfolio has been developed to roll out categories that reflect the cutting-edge interests of the Mentos® consumer to include apparel, personal care, electronics and sports, targeted to young adults across the US and the European market. The brand’s minty and fruity aroma profile and chewy texture can inspire amazing products.


For lifestyle opportunities on Airheads® please contact Samira Ali at Jewel Branding & Licensing: Samira@jewelbranding.com. Booth J101 at the Licensing Expo.

For lifestyle opportunities on Mentos® please contact Lisa Marks at Lisa Marks Associates: lmarks@lma-inc.com. Booth H108 at the Licensing Expo.

For food and beverage opportunities on Airheads® and Chupa Chups® contact Lauren Montemaro at Beanstalk: lauren.montemaro@beanstalk.com. Booth G156 at the Licensing Expo.

For more information please visit: www.pvmlicensing.com

The new Mentos toiletries line

Wednesday, May 18th, 2016
After the Chupa Chups toiletries line launched last Christmas, Perfetti Van Melle scores another success in the beauty market, this time with Mentos brand.

Perfetti van Melle launched only in 2015 a dynamic licensing program in Europe and USA with Mentos and they are already fully engaged with licensing projects.

As anticipated by Marta Ballesteros, Area Licensing Manager at Perfeti Van Melle, in her interview last October, Mentos has a strong personality and strong relevance among the young adult target, its “freshness” concept is just perfect to develop original concept like this new personal care line.

Unveiled today during Cosmoprof, the new Mentos toiletries range, developed by GS Converting Wet Wipes, is composed by bath foam, liquid soap, hands cream, deodorant and wet wipes in a double version, the “So Fresh” with minty-fresh sensation tanking inspiration by the Mentos classic blue mint roll and the “So Fruity” a fruity-fresh sensation of red berries.

Will complete the “So Fresh” line a special male capsule composed by a shaving foam and an aftershave to be discovered!

The line will be available in the best Italian supermarkets and drugstores starting from next season.

FIND MENTOS®, AIRHEADS® AND CHUPA CHUPS®IN THE 5 SURPRISE MINI BRANDS BY ZURU!

Monday, May 27th, 2019
Perfetti Van Melle is excited to be a part of the 5 Surprise Mini Brand collection launched by innovative toymaker ZURU in Walmart USA and Canada this spring. These collectibles that fit in your hand are realistic miniatures of the world’s most iconic and loved shopping brands. After unwrapping, peeling and revealing the reusable capsules, over 70 different miniature collectibles and shopping accessories can be discovered. With its dynamic in store presence the Mini Brand Collection is creating a major impact in Walmart stores.

No less than three of Perfetti Van Melle’s most loved and iconic brands are included in this collection: Mentos®, Airheads® and Chupa Chups®. Mentos® also has the honor of being one of the super rare finds: the golden Mentos® mini!

The launch campaign by leading kids influencers is already enjoying massive success receiving millions of views of the unboxing videos of this fun collectible collection on Youtube and Instagram.

TMT Plaza shopping mall dressed up by Mentos to celebrate the CNY!

Wednesday, January 23rd, 2019
TMT PLAZA has teamed up with the group Perfetti Van Melle for the first time ever to create the sweetest CNY Mentos® Event in Hong Kong!!

The shopping mall has dressed up by the popular confectionary brand Mentos® to share the sweet and festive Lunar new year’s spirit with all Hong Kongese families from January 20th to February 19th, 2019.

The Piggy thematic event features Mentos® decorations, including ferry wheels, playground slides and a game zone to provide the perfect venue for visitors to enjoy special new years’ moments. Furthermore, there is a redemption program where the consumers can get a cuddly Mentos® Piggy or a Mentos® Piggies’ Lucky Wheel red packet set, and the icing on the cake, a Mentos special shop with an exclusive range of fruity and minty Mentos candy in different formats to suit every taste.

All TMT PLAZA costumers and Mentos® fans will be able to experience the joy of the PIG new year as they indulge themselves in this festive atmosphere.

FASHION GOES FRESH WITH MENTOS® AND SMINT®!

Wednesday, October 3rd, 2018
Zara, the leading international fashion retailer has teamed up once again with the confectionery group Perfetti van Melle, with its two fresh and iconic brands: SMINT® and MENTOS®.

Mentos®, one of the most popular candy brands in the world, has inspired an oversize logo hoodie with the popular mint roll on the back. Did you know that 50 of these rolls are consumed every second worldwide?

SMINT®, always the kiss booster, seduces the fashion industry with a super trendy T-shirt with the evergreen claim “NO SMINT NO KISS” and the iconic strawberry SMINT® tin. In this outfit, you've never been so ready to kiss!

The T-shirt and hoodie are now available all around the world in brick and mortar and online Zara stores.

Kiss lovers and mint addicts… don’t miss the opportunity to buy them both!

PERFETTI VAN MELLE’S CHUPA CHUPS® TO WELCOME VISITORS AT EXPO JAPAN

Tuesday, April 17th, 2018
Global confectionery manufacturer Perfetti van Melle is prepping up to exhibit at the upcoming Licensing Expo in Japan, to be held in Tokyo from April 25th to 27th.
The candy group is excited at the prospect of being a first time exhibitor at the show with three of its jewel brands: Chupa Chups®, Frisk® and Mentos®.
All visitors at the show will receive a sweet welcome from Chupa Chups®, with the show staff offering lollipops and dressed in fun brand outfits.

Chupa Chups® has been a hit in the Japanese licensing scene for the past fifteen years. The strategic partner behind the successful lifestyle program is Sanrio Far East. They have built a strong Chupa Chups® program with many prestigious partners which include among others SEGA, UNIQLO, Takara Tomy, CASIO, Bandai, Itochu and Suntori. The lollipop is always the perfect inspiration to create colourful and quirky gadgets that are loved by the Japanese public.
More recently the Frisk® brand, synonym for a strong refreshing mint and a true mental energizer, has started a premium licensing program. It offers a unique style interpretation of this iconic brand, perfect to create original fashion and must have accessories for young and trendy urban professionals in Japan. The first year of its launch, Frisk® face masks by Suzuran got proclaimed as the winner of the best new product award at the Tokyo Gift Show in 2016.

This year Mentos® will make its debut in the Japanese licensing scene, with an amazing style guide proposal, inspired by the pastel colors of the delicious fruit flavours.
Christine Cool, Area Licensing Manager of Perfetti van Melle explains: “We are very much looking forward to being a strategic part of Expo Japan. This market has been one of our most relevant licensing markets for many years now. It still has a lot of untapped potential and we believe this is an excellent platform to meet new partners who wish to create novelty products inspired by our sweet and fresh brands.”

Yes I Am for Mentos®, a fashion party for the Mentos capsule collection.

Monday, April 24th, 2017
The iconic Mentos® packaging is at the heart of a new co-branding and fashion collaboration in this latest “Yes I Am for Mentos®” launch..

Not long ago, Mentos® stepped up its licensing program, immediately sharing its brand values with other partners. A first cameo was Pantone Colorwear x Mentos®, launched at Pitti in January 2015, then last year came Citroen with the “stay fresh“ campaign in collaboration with C1.

Now, Mentos® and an Italian peculiar fashion label, Yes I Am, have designed a limited edition of Swimwear and windbreakers jackets launched to create buzz on both brands, and inspirations which are relevant to all the next Mentos® partners.

Yes I Am is a recently launched brand of men’s beachwear, which DNA could be summarized in three words: bold, colorful, and cheeky. Loved by bloggers and socialites, it is now coming out from its niche to be found in concept stores like M Collective in Milan, where visual merchandising is organized by state of mind.

M Collective hosted the party launch of Yes I Am for Mentos®, during the hectic days of the Design Week. The ironic swimsuits and jackets were presented by Cristiano Rinaldi himself with his team, together with the licensing team from Perfetti Van Melle, owner of Mentos® brand, in a disco atmosphere with models, music and drinks and party animals lining up outside.

The fresh and cheeky collection is now on shelves in selected stores around Italy and available online: http://www.cristianorinaldi.com

Mentos® on wheels!

Tuesday, July 19th, 2016
The Perfetti van Melle group, through its French Licensing agency Stories, has partnered with the French car manufacturer Citroën on the occasion of a special edition launch of 1200 C1 MENTOS® cars. The car is also available with a convertible version.

The Citroën C1 Mentos® is a refreshing new series available in France as of last June 2016.

The C1 Mentos® car is distinguished by a roof sticker and red sunrise mirrors, a Grey Porcelain Interior Color Pack and floor mats. The equipment also adds the tachometer, heated door mirrors, a 4 HP audio system with steering wheel controls and Bluetooth.

Mentos® brings fun and freshness to this collaboration by offering a welcome Mentos® pack and a fresh touch in the Citroën dealers in France. Consumers will be delighted with surprising goodies and products to enjoy a true Mentos® experience inside the car!

The C1 Mentos® launch is supported by an advertising campaign developed for the occasion which involves digital, print, social media and in-store promotion. The campaign is all about the FRESH and FUN character of the Mentos® brand.



About Citroën:
Citroën is an international automotive brand with a core full-line range. A purveyor of optimism since 1919, the Brand stands apart through its creativity and boldness – values that it places at the service of its customers by devising fresh solutions to the challenges arising in each new era. Citroën today is reinventing itself with models placing a premium on design, comfort and technological intelligence and with a seamless and transparent customer experience, as illustrated by its online opinion site, Citroën Advisor. With 10,000 customer contact points and presence in over 90 countries, Citroën sold nearly 1.2 million vehicles in 2015. The Brand has also amassed eight Constructors’ titles in the WRC and won its second consecutive Constructors’ title in the FIA WTCC in 2015.

PERFETTI VAN MELLE CREATING ENJOYMENT!

Friday, June 3rd, 2016
The company behind the iconic Chupa Chups®, Airheads®, Mentos® and other brands continues to find new ways to extend its properties through licensing. By Jim Harris

The Chupa Chups® lollipop brand has brought happiness and enjoyment to millions of customers around the world for nearly 60 years. The brand’s diverse profile of more than 100 flavors and colorful marketing – much of which is focused on its distinctive flower logo designed by Salvador Dali – have helped make it a leading candy brand.

Perfetti Van Melle, the worldwide confectionary company that has owned the brand since 2006, believes in spreading the joy of Chupa Chups® through more than just the lollipops themselves. “We try to have everything we do speak about the brand, and tell stories around the brand in different ways,” says Christine Cool, licensing area manager for the Barcelona-based company. “Our products truly give a sense of enjoyment to people.”

Product licensing is one way the brand tells its story.
Chupa Chups® licensing originated in the late 1990s in Spain, when the brand was approached by Spanish and European stationery, apparel and eyeglass makers interested in extending the brand. This interest led it to establish a formal licensing division in 2000.

“Our company founder was a visionary who understood the value of licensing activity,” Licensing Area Manager Marta Ballesteros says. “The goal of our licensing division since the beginning was to extend the brand across a variety of sectors to create additional visibility and revenue.”

The Chupa Chups® lollipop was invented in 1958 and first trademarked in 1962. The brand has a presence in more than 150 countries and is the global market leader in Europe, Russia and Japan in the lollipop segment.

Making a Connection
Chupa Chups® today has dozens of active licenses. Lifestyle products bearing the brand include apparel, fashion accessories, personal care items, stationery and gift items. The brand has thousands of licensed product references available in hotspot retailers worldwide, including high-fashion retailers such as Zara and H&M.

Perfetti Van Melle expanded its licensing efforts beyond Chupa Chups® in 2010, when it started licensing its Airheads® candy brand in the United States. Last year, the company expanded licensing efforts to include its two most popular mint brands: Mentos®, which it licenses in Europe and the USA; and Frisk, the leading mint brand in Japan. All three brands have inspired lifestyle and gift lines available in their respective home markets.

“We see licensing as the perfect communication tool to refresh our brands and keep them constantly trending while also increasing their visibility,” Ballesteros says. “From a marketing perspective, licensing creates new touch points with our consumers and creates greater loyalty for the brand.”

Most licensing deals tend to have a three-year lifespan, though several of the brand’s apparel partners have been on board for more than five years. The brand’s longest-lived licensee, Coty, has produced Chupa Chups®-themed fragrances available in Europe for more than 10 years.

One of the company’s biggest strengths in licensing is its expertise in graphic design. “Our brand has a very clear identity, starting with the logo,” Cool says. “We have created more than 1,000 different graphics and images around the brand since we first started licensing. Our partners have told us that our wealth of new designs and ability to align with the latest fashion trends is what they appreciate most about our brand.”

Perfetti Van Melle’s brands also have unique aroma profiles, making them a natural for fragrances as well as air fresheners. “Our brands have a very clear identity and make an emotional link with customers,” she adds.

Keeping Cool
The initial Airheads® licensing effort gave Perfetti Van Melle its first experience in the food and beverage category, which today is a major focus area for the Group’s licensing division.

A licensed Airheads® ice cream, marketed by Unilever from 2010 to 2014, was so successful in the United States the company expanded the concept. Today, ice cream manufacturer Koldwave produces more than 10 SKUs of Airheads-branded ice cream available across the United States. A line of Airheads® freeze bars produced by JelSert will hit the U.S. market in 2017.

Perfetti Van Melle recently signed an agreement with Unilever to produce ice cream for the European market. A range of individually wrapped Chupa Chups® Calippo Shots ice creams with flavors including cola with lemon and sour cherry with banana will launch this summer.

The company plans to extend its efforts beyond ice cream and into other food and beverage products including baked goods, beverages and desserts, Ballesteros notes.

Staying Innovative
Although much of Perfetti Van Melle’s licensing efforts in the United States have centered on the Airheads® brand, it recently took a major step to introduce Chupa Chups® and Mentos® for licensing opportunities stateside.

The company last year reached a deal with IT’SUGAR, a specialty candy store with more than 90 retail locations in US hotspots, for a “shop-in-shop” concept. IT’SUGAR locations feature a “Chupa Chups® Corner” with candy as well as other licensed products including apparel, pillows and accessories.

The concept proved so successful that in June IT’SUGAR will launch an in-store concept for Airheads® in recognition of the brand’s 30th anniversary. “This is a concept that is really based around the enjoyment of candy,” Cool says.

Perfetti Van Melle continues to seek new ways to present Chupa Chups® and its other brands to customers. One of the company’s more unique licensing initiatives is a limited-edition Mentos® car, manufactured by French carmaker Citroën for the French market.

“We keep innovating all the time with all of our brands and believe in staying on top of development and making high-quality confectionery products,” Cool says. “Our company philosophy is based on continuous innovation, having high quality standards for our products and tapping into consumers’ desires.”

PERFETTI VAN MELLE TO SHOWCASE ITS LOVE BRANDS AT LICENSING EXPO FOR LIFESTYLE AND NEW FOOD & BEVERAGE OPPORTUNITIES

Friday, June 3rd, 2016
Perfetti van Melle will be present at Licensing Expo with its brands Airheads®, Chupa Chups® and Mentos® and has exciting plans in store for 2017! The long-standing heritage and built-in brand awareness of these brands allows for massive opportunities in licensing, both for lifestyle-oriented products as well as in the food and beverage aisles.

The company has partnered with Beanstalk (booth G156), a global brand extension agency, to develop food and beverage extensions with Airheads® in the United States. Beanstalk helped to launch an assortment of Airheads® ice cream in in the U.S. in 2015 with Koldwave Foods. This year, Airheads® fans will be able to experience their favourite candy in new water-based frozen novelty products that capture all the flavours of Airheads®. Through a partnership with Jel Sert, also brokered by Beanstalk, Airheads® will launch shelf stable freezer bars in 2017. Perfetti is already exploring new exciting opportunities to take the intense and tangy Airheads® flavour to desserts, beverages and bakery products.

With their exuberant and colourful image, these brands are also perfect for lifestyle categories and they are represented by boutique agencies with a great understanding of the brands’ art DNA: Jewel Branding & Licensing represents Airheads®, while Lisa Marks Associates represents Mentos® and Chupa Chups®.

This 2016, the popular candy brand Airheads® celebrates its 30th anniversary with an Epic Birthday Bash, new launches and incredible surprises. In its new campaign, the brand celebrates the deliciously playful experience it offers to fans who want to spark fun into life’s everyday moments. This spring they will discover that 7-Eleven offers a real Airheads® Xtremes Slurpee®!

Furthermore, this June, the first ever Airheads® shop-in-shop will open in IT’Sugar, the country’s most loved candy hotspot. IT’Sugar and Airheads® will premiere an exclusive line of new apparel, squishy pillows, and fun candy-colored accessories along with candy in special and giant formats, in stores across the nation.

On the licensing front, new lifestyle projects will be revealed very soon, inspired by the striking fashion artwork which will be presented by Jewel Branding & Licensing (booth J101) and which will thrill tweens and retailers alike.

Chupa Chups® has been licensing its iconic logo, designed by Salvador Dalí, and its amazing artwork to an array of lifestyle collections across Europe and Asia for over fifteen years. Now Chupa Chups® takes this sweet success story to the North American market, represented by Lisa Marks Associates (booth H108), who also represents Perfetti’s most international brand: Mentos®.

Mentos® is a truly global brand which enjoys huge international brand awareness. Inspired by its unique heritage and fresh and fun characteristics, an art portfolio has been developed to roll out categories that reflect the cutting-edge interests of the Mentos® consumer to include apparel, personal care, electronics and sports, targeted to young adults across the US and the European market. The brand’s minty and fruity aroma profile and chewy texture can inspire amazing products.


For lifestyle opportunities on Airheads® please contact Samira Ali at Jewel Branding & Licensing: Samira@jewelbranding.com. Booth J101 at the Licensing Expo.

For lifestyle opportunities on Mentos® please contact Lisa Marks at Lisa Marks Associates: lmarks@lma-inc.com. Booth H108 at the Licensing Expo.

For food and beverage opportunities on Airheads® and Chupa Chups® contact Lauren Montemaro at Beanstalk: lauren.montemaro@beanstalk.com. Booth G156 at the Licensing Expo.

For more information please visit: www.pvmlicensing.com

The new Mentos toiletries line

Wednesday, May 18th, 2016
After the Chupa Chups toiletries line launched last Christmas, Perfetti Van Melle scores another success in the beauty market, this time with Mentos brand.

Perfetti van Melle launched only in 2015 a dynamic licensing program in Europe and USA with Mentos and they are already fully engaged with licensing projects.

As anticipated by Marta Ballesteros, Area Licensing Manager at Perfeti Van Melle, in her interview last October, Mentos has a strong personality and strong relevance among the young adult target, its “freshness” concept is just perfect to develop original concept like this new personal care line.

Unveiled today during Cosmoprof, the new Mentos toiletries range, developed by GS Converting Wet Wipes, is composed by bath foam, liquid soap, hands cream, deodorant and wet wipes in a double version, the “So Fresh” with minty-fresh sensation tanking inspiration by the Mentos classic blue mint roll and the “So Fruity” a fruity-fresh sensation of red berries.

Will complete the “So Fresh” line a special male capsule composed by a shaving foam and an aftershave to be discovered!

The line will be available in the best Italian supermarkets and drugstores starting from next season.

FIND MENTOS®, AIRHEADS® AND CHUPA CHUPS®IN THE 5 SURPRISE MINI BRANDS BY ZURU!

Monday, May 27th, 2019
Perfetti Van Melle is excited to be a part of the 5 Surprise Mini Brand collection launched by innovative toymaker ZURU in Walmart USA and Canada this spring. These collectibles that fit in your hand are realistic miniatures of the world’s most iconic and loved shopping brands. After unwrapping, peeling and revealing the reusable capsules, over 70 different miniature collectibles and shopping accessories can be discovered. With its dynamic in store presence the Mini Brand Collection is creating a major impact in Walmart stores.

No less than three of Perfetti Van Melle’s most loved and iconic brands are included in this collection: Mentos®, Airheads® and Chupa Chups®. Mentos® also has the honor of being one of the super rare finds: the golden Mentos® mini!

The launch campaign by leading kids influencers is already enjoying massive success receiving millions of views of the unboxing videos of this fun collectible collection on Youtube and Instagram.

TMT Plaza shopping mall dressed up by Mentos to celebrate the CNY!

Wednesday, January 23rd, 2019
TMT PLAZA has teamed up with the group Perfetti Van Melle for the first time ever to create the sweetest CNY Mentos® Event in Hong Kong!!

The shopping mall has dressed up by the popular confectionary brand Mentos® to share the sweet and festive Lunar new year’s spirit with all Hong Kongese families from January 20th to February 19th, 2019.

The Piggy thematic event features Mentos® decorations, including ferry wheels, playground slides and a game zone to provide the perfect venue for visitors to enjoy special new years’ moments. Furthermore, there is a redemption program where the consumers can get a cuddly Mentos® Piggy or a Mentos® Piggies’ Lucky Wheel red packet set, and the icing on the cake, a Mentos special shop with an exclusive range of fruity and minty Mentos candy in different formats to suit every taste.

All TMT PLAZA costumers and Mentos® fans will be able to experience the joy of the PIG new year as they indulge themselves in this festive atmosphere.

FASHION GOES FRESH WITH MENTOS® AND SMINT®!

Wednesday, October 3rd, 2018
Zara, the leading international fashion retailer has teamed up once again with the confectionery group Perfetti van Melle, with its two fresh and iconic brands: SMINT® and MENTOS®.

Mentos®, one of the most popular candy brands in the world, has inspired an oversize logo hoodie with the popular mint roll on the back. Did you know that 50 of these rolls are consumed every second worldwide?

SMINT®, always the kiss booster, seduces the fashion industry with a super trendy T-shirt with the evergreen claim “NO SMINT NO KISS” and the iconic strawberry SMINT® tin. In this outfit, you've never been so ready to kiss!

The T-shirt and hoodie are now available all around the world in brick and mortar and online Zara stores.

Kiss lovers and mint addicts… don’t miss the opportunity to buy them both!

PERFETTI VAN MELLE’S CHUPA CHUPS® TO WELCOME VISITORS AT EXPO JAPAN

Tuesday, April 17th, 2018
Global confectionery manufacturer Perfetti van Melle is prepping up to exhibit at the upcoming Licensing Expo in Japan, to be held in Tokyo from April 25th to 27th.
The candy group is excited at the prospect of being a first time exhibitor at the show with three of its jewel brands: Chupa Chups®, Frisk® and Mentos®.
All visitors at the show will receive a sweet welcome from Chupa Chups®, with the show staff offering lollipops and dressed in fun brand outfits.

Chupa Chups® has been a hit in the Japanese licensing scene for the past fifteen years. The strategic partner behind the successful lifestyle program is Sanrio Far East. They have built a strong Chupa Chups® program with many prestigious partners which include among others SEGA, UNIQLO, Takara Tomy, CASIO, Bandai, Itochu and Suntori. The lollipop is always the perfect inspiration to create colourful and quirky gadgets that are loved by the Japanese public.
More recently the Frisk® brand, synonym for a strong refreshing mint and a true mental energizer, has started a premium licensing program. It offers a unique style interpretation of this iconic brand, perfect to create original fashion and must have accessories for young and trendy urban professionals in Japan. The first year of its launch, Frisk® face masks by Suzuran got proclaimed as the winner of the best new product award at the Tokyo Gift Show in 2016.

This year Mentos® will make its debut in the Japanese licensing scene, with an amazing style guide proposal, inspired by the pastel colors of the delicious fruit flavours.
Christine Cool, Area Licensing Manager of Perfetti van Melle explains: “We are very much looking forward to being a strategic part of Expo Japan. This market has been one of our most relevant licensing markets for many years now. It still has a lot of untapped potential and we believe this is an excellent platform to meet new partners who wish to create novelty products inspired by our sweet and fresh brands.”

Yes I Am for Mentos®, a fashion party for the Mentos capsule collection.

Monday, April 24th, 2017
The iconic Mentos® packaging is at the heart of a new co-branding and fashion collaboration in this latest “Yes I Am for Mentos®” launch..

Not long ago, Mentos® stepped up its licensing program, immediately sharing its brand values with other partners. A first cameo was Pantone Colorwear x Mentos®, launched at Pitti in January 2015, then last year came Citroen with the “stay fresh“ campaign in collaboration with C1.

Now, Mentos® and an Italian peculiar fashion label, Yes I Am, have designed a limited edition of Swimwear and windbreakers jackets launched to create buzz on both brands, and inspirations which are relevant to all the next Mentos® partners.

Yes I Am is a recently launched brand of men’s beachwear, which DNA could be summarized in three words: bold, colorful, and cheeky. Loved by bloggers and socialites, it is now coming out from its niche to be found in concept stores like M Collective in Milan, where visual merchandising is organized by state of mind.

M Collective hosted the party launch of Yes I Am for Mentos®, during the hectic days of the Design Week. The ironic swimsuits and jackets were presented by Cristiano Rinaldi himself with his team, together with the licensing team from Perfetti Van Melle, owner of Mentos® brand, in a disco atmosphere with models, music and drinks and party animals lining up outside.

The fresh and cheeky collection is now on shelves in selected stores around Italy and available online: http://www.cristianorinaldi.com

Mentos® on wheels!

Tuesday, July 19th, 2016
The Perfetti van Melle group, through its French Licensing agency Stories, has partnered with the French car manufacturer Citroën on the occasion of a special edition launch of 1200 C1 MENTOS® cars. The car is also available with a convertible version.

The Citroën C1 Mentos® is a refreshing new series available in France as of last June 2016.

The C1 Mentos® car is distinguished by a roof sticker and red sunrise mirrors, a Grey Porcelain Interior Color Pack and floor mats. The equipment also adds the tachometer, heated door mirrors, a 4 HP audio system with steering wheel controls and Bluetooth.

Mentos® brings fun and freshness to this collaboration by offering a welcome Mentos® pack and a fresh touch in the Citroën dealers in France. Consumers will be delighted with surprising goodies and products to enjoy a true Mentos® experience inside the car!

The C1 Mentos® launch is supported by an advertising campaign developed for the occasion which involves digital, print, social media and in-store promotion. The campaign is all about the FRESH and FUN character of the Mentos® brand.



About Citroën:
Citroën is an international automotive brand with a core full-line range. A purveyor of optimism since 1919, the Brand stands apart through its creativity and boldness – values that it places at the service of its customers by devising fresh solutions to the challenges arising in each new era. Citroën today is reinventing itself with models placing a premium on design, comfort and technological intelligence and with a seamless and transparent customer experience, as illustrated by its online opinion site, Citroën Advisor. With 10,000 customer contact points and presence in over 90 countries, Citroën sold nearly 1.2 million vehicles in 2015. The Brand has also amassed eight Constructors’ titles in the WRC and won its second consecutive Constructors’ title in the FIA WTCC in 2015.

PERFETTI VAN MELLE CREATING ENJOYMENT!

Friday, June 3rd, 2016
The company behind the iconic Chupa Chups®, Airheads®, Mentos® and other brands continues to find new ways to extend its properties through licensing. By Jim Harris

The Chupa Chups® lollipop brand has brought happiness and enjoyment to millions of customers around the world for nearly 60 years. The brand’s diverse profile of more than 100 flavors and colorful marketing – much of which is focused on its distinctive flower logo designed by Salvador Dali – have helped make it a leading candy brand.

Perfetti Van Melle, the worldwide confectionary company that has owned the brand since 2006, believes in spreading the joy of Chupa Chups® through more than just the lollipops themselves. “We try to have everything we do speak about the brand, and tell stories around the brand in different ways,” says Christine Cool, licensing area manager for the Barcelona-based company. “Our products truly give a sense of enjoyment to people.”

Product licensing is one way the brand tells its story.
Chupa Chups® licensing originated in the late 1990s in Spain, when the brand was approached by Spanish and European stationery, apparel and eyeglass makers interested in extending the brand. This interest led it to establish a formal licensing division in 2000.

“Our company founder was a visionary who understood the value of licensing activity,” Licensing Area Manager Marta Ballesteros says. “The goal of our licensing division since the beginning was to extend the brand across a variety of sectors to create additional visibility and revenue.”

The Chupa Chups® lollipop was invented in 1958 and first trademarked in 1962. The brand has a presence in more than 150 countries and is the global market leader in Europe, Russia and Japan in the lollipop segment.

Making a Connection
Chupa Chups® today has dozens of active licenses. Lifestyle products bearing the brand include apparel, fashion accessories, personal care items, stationery and gift items. The brand has thousands of licensed product references available in hotspot retailers worldwide, including high-fashion retailers such as Zara and H&M.

Perfetti Van Melle expanded its licensing efforts beyond Chupa Chups® in 2010, when it started licensing its Airheads® candy brand in the United States. Last year, the company expanded licensing efforts to include its two most popular mint brands: Mentos®, which it licenses in Europe and the USA; and Frisk, the leading mint brand in Japan. All three brands have inspired lifestyle and gift lines available in their respective home markets.

“We see licensing as the perfect communication tool to refresh our brands and keep them constantly trending while also increasing their visibility,” Ballesteros says. “From a marketing perspective, licensing creates new touch points with our consumers and creates greater loyalty for the brand.”

Most licensing deals tend to have a three-year lifespan, though several of the brand’s apparel partners have been on board for more than five years. The brand’s longest-lived licensee, Coty, has produced Chupa Chups®-themed fragrances available in Europe for more than 10 years.

One of the company’s biggest strengths in licensing is its expertise in graphic design. “Our brand has a very clear identity, starting with the logo,” Cool says. “We have created more than 1,000 different graphics and images around the brand since we first started licensing. Our partners have told us that our wealth of new designs and ability to align with the latest fashion trends is what they appreciate most about our brand.”

Perfetti Van Melle’s brands also have unique aroma profiles, making them a natural for fragrances as well as air fresheners. “Our brands have a very clear identity and make an emotional link with customers,” she adds.

Keeping Cool
The initial Airheads® licensing effort gave Perfetti Van Melle its first experience in the food and beverage category, which today is a major focus area for the Group’s licensing division.

A licensed Airheads® ice cream, marketed by Unilever from 2010 to 2014, was so successful in the United States the company expanded the concept. Today, ice cream manufacturer Koldwave produces more than 10 SKUs of Airheads-branded ice cream available across the United States. A line of Airheads® freeze bars produced by JelSert will hit the U.S. market in 2017.

Perfetti Van Melle recently signed an agreement with Unilever to produce ice cream for the European market. A range of individually wrapped Chupa Chups® Calippo Shots ice creams with flavors including cola with lemon and sour cherry with banana will launch this summer.

The company plans to extend its efforts beyond ice cream and into other food and beverage products including baked goods, beverages and desserts, Ballesteros notes.

Staying Innovative
Although much of Perfetti Van Melle’s licensing efforts in the United States have centered on the Airheads® brand, it recently took a major step to introduce Chupa Chups® and Mentos® for licensing opportunities stateside.

The company last year reached a deal with IT’SUGAR, a specialty candy store with more than 90 retail locations in US hotspots, for a “shop-in-shop” concept. IT’SUGAR locations feature a “Chupa Chups® Corner” with candy as well as other licensed products including apparel, pillows and accessories.

The concept proved so successful that in June IT’SUGAR will launch an in-store concept for Airheads® in recognition of the brand’s 30th anniversary. “This is a concept that is really based around the enjoyment of candy,” Cool says.

Perfetti Van Melle continues to seek new ways to present Chupa Chups® and its other brands to customers. One of the company’s more unique licensing initiatives is a limited-edition Mentos® car, manufactured by French carmaker Citroën for the French market.

“We keep innovating all the time with all of our brands and believe in staying on top of development and making high-quality confectionery products,” Cool says. “Our company philosophy is based on continuous innovation, having high quality standards for our products and tapping into consumers’ desires.”

PERFETTI VAN MELLE TO SHOWCASE ITS LOVE BRANDS AT LICENSING EXPO FOR LIFESTYLE AND NEW FOOD & BEVERAGE OPPORTUNITIES

Friday, June 3rd, 2016
Perfetti van Melle will be present at Licensing Expo with its brands Airheads®, Chupa Chups® and Mentos® and has exciting plans in store for 2017! The long-standing heritage and built-in brand awareness of these brands allows for massive opportunities in licensing, both for lifestyle-oriented products as well as in the food and beverage aisles.

The company has partnered with Beanstalk (booth G156), a global brand extension agency, to develop food and beverage extensions with Airheads® in the United States. Beanstalk helped to launch an assortment of Airheads® ice cream in in the U.S. in 2015 with Koldwave Foods. This year, Airheads® fans will be able to experience their favourite candy in new water-based frozen novelty products that capture all the flavours of Airheads®. Through a partnership with Jel Sert, also brokered by Beanstalk, Airheads® will launch shelf stable freezer bars in 2017. Perfetti is already exploring new exciting opportunities to take the intense and tangy Airheads® flavour to desserts, beverages and bakery products.

With their exuberant and colourful image, these brands are also perfect for lifestyle categories and they are represented by boutique agencies with a great understanding of the brands’ art DNA: Jewel Branding & Licensing represents Airheads®, while Lisa Marks Associates represents Mentos® and Chupa Chups®.

This 2016, the popular candy brand Airheads® celebrates its 30th anniversary with an Epic Birthday Bash, new launches and incredible surprises. In its new campaign, the brand celebrates the deliciously playful experience it offers to fans who want to spark fun into life’s everyday moments. This spring they will discover that 7-Eleven offers a real Airheads® Xtremes Slurpee®!

Furthermore, this June, the first ever Airheads® shop-in-shop will open in IT’Sugar, the country’s most loved candy hotspot. IT’Sugar and Airheads® will premiere an exclusive line of new apparel, squishy pillows, and fun candy-colored accessories along with candy in special and giant formats, in stores across the nation.

On the licensing front, new lifestyle projects will be revealed very soon, inspired by the striking fashion artwork which will be presented by Jewel Branding & Licensing (booth J101) and which will thrill tweens and retailers alike.

Chupa Chups® has been licensing its iconic logo, designed by Salvador Dalí, and its amazing artwork to an array of lifestyle collections across Europe and Asia for over fifteen years. Now Chupa Chups® takes this sweet success story to the North American market, represented by Lisa Marks Associates (booth H108), who also represents Perfetti’s most international brand: Mentos®.

Mentos® is a truly global brand which enjoys huge international brand awareness. Inspired by its unique heritage and fresh and fun characteristics, an art portfolio has been developed to roll out categories that reflect the cutting-edge interests of the Mentos® consumer to include apparel, personal care, electronics and sports, targeted to young adults across the US and the European market. The brand’s minty and fruity aroma profile and chewy texture can inspire amazing products.


For lifestyle opportunities on Airheads® please contact Samira Ali at Jewel Branding & Licensing: Samira@jewelbranding.com. Booth J101 at the Licensing Expo.

For lifestyle opportunities on Mentos® please contact Lisa Marks at Lisa Marks Associates: lmarks@lma-inc.com. Booth H108 at the Licensing Expo.

For food and beverage opportunities on Airheads® and Chupa Chups® contact Lauren Montemaro at Beanstalk: lauren.montemaro@beanstalk.com. Booth G156 at the Licensing Expo.

For more information please visit: www.pvmlicensing.com

The new Mentos toiletries line

Wednesday, May 18th, 2016
After the Chupa Chups toiletries line launched last Christmas, Perfetti Van Melle scores another success in the beauty market, this time with Mentos brand.

Perfetti van Melle launched only in 2015 a dynamic licensing program in Europe and USA with Mentos and they are already fully engaged with licensing projects.

As anticipated by Marta Ballesteros, Area Licensing Manager at Perfeti Van Melle, in her interview last October, Mentos has a strong personality and strong relevance among the young adult target, its “freshness” concept is just perfect to develop original concept like this new personal care line.

Unveiled today during Cosmoprof, the new Mentos toiletries range, developed by GS Converting Wet Wipes, is composed by bath foam, liquid soap, hands cream, deodorant and wet wipes in a double version, the “So Fresh” with minty-fresh sensation tanking inspiration by the Mentos classic blue mint roll and the “So Fruity” a fruity-fresh sensation of red berries.

Will complete the “So Fresh” line a special male capsule composed by a shaving foam and an aftershave to be discovered!

The line will be available in the best Italian supermarkets and drugstores starting from next season.

FIND MENTOS®, AIRHEADS® AND CHUPA CHUPS®IN THE 5 SURPRISE MINI BRANDS BY ZURU!

Monday, May 27th, 2019
Perfetti Van Melle is excited to be a part of the 5 Surprise Mini Brand collection launched by innovative toymaker ZURU in Walmart USA and Canada this spring. These collectibles that fit in your hand are realistic miniatures of the world’s most iconic and loved shopping brands. After unwrapping, peeling and revealing the reusable capsules, over 70 different miniature collectibles and shopping accessories can be discovered. With its dynamic in store presence the Mini Brand Collection is creating a major impact in Walmart stores.

No less than three of Perfetti Van Melle’s most loved and iconic brands are included in this collection: Mentos®, Airheads® and Chupa Chups®. Mentos® also has the honor of being one of the super rare finds: the golden Mentos® mini!

The launch campaign by leading kids influencers is already enjoying massive success receiving millions of views of the unboxing videos of this fun collectible collection on Youtube and Instagram.

TMT Plaza shopping mall dressed up by Mentos to celebrate the CNY!

Wednesday, January 23rd, 2019
TMT PLAZA has teamed up with the group Perfetti Van Melle for the first time ever to create the sweetest CNY Mentos® Event in Hong Kong!!

The shopping mall has dressed up by the popular confectionary brand Mentos® to share the sweet and festive Lunar new year’s spirit with all Hong Kongese families from January 20th to February 19th, 2019.

The Piggy thematic event features Mentos® decorations, including ferry wheels, playground slides and a game zone to provide the perfect venue for visitors to enjoy special new years’ moments. Furthermore, there is a redemption program where the consumers can get a cuddly Mentos® Piggy or a Mentos® Piggies’ Lucky Wheel red packet set, and the icing on the cake, a Mentos special shop with an exclusive range of fruity and minty Mentos candy in different formats to suit every taste.

All TMT PLAZA costumers and Mentos® fans will be able to experience the joy of the PIG new year as they indulge themselves in this festive atmosphere.

FASHION GOES FRESH WITH MENTOS® AND SMINT®!

Wednesday, October 3rd, 2018
Zara, the leading international fashion retailer has teamed up once again with the confectionery group Perfetti van Melle, with its two fresh and iconic brands: SMINT® and MENTOS®.

Mentos®, one of the most popular candy brands in the world, has inspired an oversize logo hoodie with the popular mint roll on the back. Did you know that 50 of these rolls are consumed every second worldwide?

SMINT®, always the kiss booster, seduces the fashion industry with a super trendy T-shirt with the evergreen claim “NO SMINT NO KISS” and the iconic strawberry SMINT® tin. In this outfit, you've never been so ready to kiss!

The T-shirt and hoodie are now available all around the world in brick and mortar and online Zara stores.

Kiss lovers and mint addicts… don’t miss the opportunity to buy them both!

PERFETTI VAN MELLE’S CHUPA CHUPS® TO WELCOME VISITORS AT EXPO JAPAN

Tuesday, April 17th, 2018
Global confectionery manufacturer Perfetti van Melle is prepping up to exhibit at the upcoming Licensing Expo in Japan, to be held in Tokyo from April 25th to 27th.
The candy group is excited at the prospect of being a first time exhibitor at the show with three of its jewel brands: Chupa Chups®, Frisk® and Mentos®.
All visitors at the show will receive a sweet welcome from Chupa Chups®, with the show staff offering lollipops and dressed in fun brand outfits.

Chupa Chups® has been a hit in the Japanese licensing scene for the past fifteen years. The strategic partner behind the successful lifestyle program is Sanrio Far East. They have built a strong Chupa Chups® program with many prestigious partners which include among others SEGA, UNIQLO, Takara Tomy, CASIO, Bandai, Itochu and Suntori. The lollipop is always the perfect inspiration to create colourful and quirky gadgets that are loved by the Japanese public.
More recently the Frisk® brand, synonym for a strong refreshing mint and a true mental energizer, has started a premium licensing program. It offers a unique style interpretation of this iconic brand, perfect to create original fashion and must have accessories for young and trendy urban professionals in Japan. The first year of its launch, Frisk® face masks by Suzuran got proclaimed as the winner of the best new product award at the Tokyo Gift Show in 2016.

This year Mentos® will make its debut in the Japanese licensing scene, with an amazing style guide proposal, inspired by the pastel colors of the delicious fruit flavours.
Christine Cool, Area Licensing Manager of Perfetti van Melle explains: “We are very much looking forward to being a strategic part of Expo Japan. This market has been one of our most relevant licensing markets for many years now. It still has a lot of untapped potential and we believe this is an excellent platform to meet new partners who wish to create novelty products inspired by our sweet and fresh brands.”

Yes I Am for Mentos®, a fashion party for the Mentos capsule collection.

Monday, April 24th, 2017
The iconic Mentos® packaging is at the heart of a new co-branding and fashion collaboration in this latest “Yes I Am for Mentos®” launch..

Not long ago, Mentos® stepped up its licensing program, immediately sharing its brand values with other partners. A first cameo was Pantone Colorwear x Mentos®, launched at Pitti in January 2015, then last year came Citroen with the “stay fresh“ campaign in collaboration with C1.

Now, Mentos® and an Italian peculiar fashion label, Yes I Am, have designed a limited edition of Swimwear and windbreakers jackets launched to create buzz on both brands, and inspirations which are relevant to all the next Mentos® partners.

Yes I Am is a recently launched brand of men’s beachwear, which DNA could be summarized in three words: bold, colorful, and cheeky. Loved by bloggers and socialites, it is now coming out from its niche to be found in concept stores like M Collective in Milan, where visual merchandising is organized by state of mind.

M Collective hosted the party launch of Yes I Am for Mentos®, during the hectic days of the Design Week. The ironic swimsuits and jackets were presented by Cristiano Rinaldi himself with his team, together with the licensing team from Perfetti Van Melle, owner of Mentos® brand, in a disco atmosphere with models, music and drinks and party animals lining up outside.

The fresh and cheeky collection is now on shelves in selected stores around Italy and available online: http://www.cristianorinaldi.com

Mentos® on wheels!

Tuesday, July 19th, 2016
The Perfetti van Melle group, through its French Licensing agency Stories, has partnered with the French car manufacturer Citroën on the occasion of a special edition launch of 1200 C1 MENTOS® cars. The car is also available with a convertible version.

The Citroën C1 Mentos® is a refreshing new series available in France as of last June 2016.

The C1 Mentos® car is distinguished by a roof sticker and red sunrise mirrors, a Grey Porcelain Interior Color Pack and floor mats. The equipment also adds the tachometer, heated door mirrors, a 4 HP audio system with steering wheel controls and Bluetooth.

Mentos® brings fun and freshness to this collaboration by offering a welcome Mentos® pack and a fresh touch in the Citroën dealers in France. Consumers will be delighted with surprising goodies and products to enjoy a true Mentos® experience inside the car!

The C1 Mentos® launch is supported by an advertising campaign developed for the occasion which involves digital, print, social media and in-store promotion. The campaign is all about the FRESH and FUN character of the Mentos® brand.



About Citroën:
Citroën is an international automotive brand with a core full-line range. A purveyor of optimism since 1919, the Brand stands apart through its creativity and boldness – values that it places at the service of its customers by devising fresh solutions to the challenges arising in each new era. Citroën today is reinventing itself with models placing a premium on design, comfort and technological intelligence and with a seamless and transparent customer experience, as illustrated by its online opinion site, Citroën Advisor. With 10,000 customer contact points and presence in over 90 countries, Citroën sold nearly 1.2 million vehicles in 2015. The Brand has also amassed eight Constructors’ titles in the WRC and won its second consecutive Constructors’ title in the FIA WTCC in 2015.

PERFETTI VAN MELLE CREATING ENJOYMENT!

Friday, June 3rd, 2016
The company behind the iconic Chupa Chups®, Airheads®, Mentos® and other brands continues to find new ways to extend its properties through licensing. By Jim Harris

The Chupa Chups® lollipop brand has brought happiness and enjoyment to millions of customers around the world for nearly 60 years. The brand’s diverse profile of more than 100 flavors and colorful marketing – much of which is focused on its distinctive flower logo designed by Salvador Dali – have helped make it a leading candy brand.

Perfetti Van Melle, the worldwide confectionary company that has owned the brand since 2006, believes in spreading the joy of Chupa Chups® through more than just the lollipops themselves. “We try to have everything we do speak about the brand, and tell stories around the brand in different ways,” says Christine Cool, licensing area manager for the Barcelona-based company. “Our products truly give a sense of enjoyment to people.”

Product licensing is one way the brand tells its story.
Chupa Chups® licensing originated in the late 1990s in Spain, when the brand was approached by Spanish and European stationery, apparel and eyeglass makers interested in extending the brand. This interest led it to establish a formal licensing division in 2000.

“Our company founder was a visionary who understood the value of licensing activity,” Licensing Area Manager Marta Ballesteros says. “The goal of our licensing division since the beginning was to extend the brand across a variety of sectors to create additional visibility and revenue.”

The Chupa Chups® lollipop was invented in 1958 and first trademarked in 1962. The brand has a presence in more than 150 countries and is the global market leader in Europe, Russia and Japan in the lollipop segment.

Making a Connection
Chupa Chups® today has dozens of active licenses. Lifestyle products bearing the brand include apparel, fashion accessories, personal care items, stationery and gift items. The brand has thousands of licensed product references available in hotspot retailers worldwide, including high-fashion retailers such as Zara and H&M.

Perfetti Van Melle expanded its licensing efforts beyond Chupa Chups® in 2010, when it started licensing its Airheads® candy brand in the United States. Last year, the company expanded licensing efforts to include its two most popular mint brands: Mentos®, which it licenses in Europe and the USA; and Frisk, the leading mint brand in Japan. All three brands have inspired lifestyle and gift lines available in their respective home markets.

“We see licensing as the perfect communication tool to refresh our brands and keep them constantly trending while also increasing their visibility,” Ballesteros says. “From a marketing perspective, licensing creates new touch points with our consumers and creates greater loyalty for the brand.”

Most licensing deals tend to have a three-year lifespan, though several of the brand’s apparel partners have been on board for more than five years. The brand’s longest-lived licensee, Coty, has produced Chupa Chups®-themed fragrances available in Europe for more than 10 years.

One of the company’s biggest strengths in licensing is its expertise in graphic design. “Our brand has a very clear identity, starting with the logo,” Cool says. “We have created more than 1,000 different graphics and images around the brand since we first started licensing. Our partners have told us that our wealth of new designs and ability to align with the latest fashion trends is what they appreciate most about our brand.”

Perfetti Van Melle’s brands also have unique aroma profiles, making them a natural for fragrances as well as air fresheners. “Our brands have a very clear identity and make an emotional link with customers,” she adds.

Keeping Cool
The initial Airheads® licensing effort gave Perfetti Van Melle its first experience in the food and beverage category, which today is a major focus area for the Group’s licensing division.

A licensed Airheads® ice cream, marketed by Unilever from 2010 to 2014, was so successful in the United States the company expanded the concept. Today, ice cream manufacturer Koldwave produces more than 10 SKUs of Airheads-branded ice cream available across the United States. A line of Airheads® freeze bars produced by JelSert will hit the U.S. market in 2017.

Perfetti Van Melle recently signed an agreement with Unilever to produce ice cream for the European market. A range of individually wrapped Chupa Chups® Calippo Shots ice creams with flavors including cola with lemon and sour cherry with banana will launch this summer.

The company plans to extend its efforts beyond ice cream and into other food and beverage products including baked goods, beverages and desserts, Ballesteros notes.

Staying Innovative
Although much of Perfetti Van Melle’s licensing efforts in the United States have centered on the Airheads® brand, it recently took a major step to introduce Chupa Chups® and Mentos® for licensing opportunities stateside.

The company last year reached a deal with IT’SUGAR, a specialty candy store with more than 90 retail locations in US hotspots, for a “shop-in-shop” concept. IT’SUGAR locations feature a “Chupa Chups® Corner” with candy as well as other licensed products including apparel, pillows and accessories.

The concept proved so successful that in June IT’SUGAR will launch an in-store concept for Airheads® in recognition of the brand’s 30th anniversary. “This is a concept that is really based around the enjoyment of candy,” Cool says.

Perfetti Van Melle continues to seek new ways to present Chupa Chups® and its other brands to customers. One of the company’s more unique licensing initiatives is a limited-edition Mentos® car, manufactured by French carmaker Citroën for the French market.

“We keep innovating all the time with all of our brands and believe in staying on top of development and making high-quality confectionery products,” Cool says. “Our company philosophy is based on continuous innovation, having high quality standards for our products and tapping into consumers’ desires.”

PERFETTI VAN MELLE TO SHOWCASE ITS LOVE BRANDS AT LICENSING EXPO FOR LIFESTYLE AND NEW FOOD & BEVERAGE OPPORTUNITIES

Friday, June 3rd, 2016
Perfetti van Melle will be present at Licensing Expo with its brands Airheads®, Chupa Chups® and Mentos® and has exciting plans in store for 2017! The long-standing heritage and built-in brand awareness of these brands allows for massive opportunities in licensing, both for lifestyle-oriented products as well as in the food and beverage aisles.

The company has partnered with Beanstalk (booth G156), a global brand extension agency, to develop food and beverage extensions with Airheads® in the United States. Beanstalk helped to launch an assortment of Airheads® ice cream in in the U.S. in 2015 with Koldwave Foods. This year, Airheads® fans will be able to experience their favourite candy in new water-based frozen novelty products that capture all the flavours of Airheads®. Through a partnership with Jel Sert, also brokered by Beanstalk, Airheads® will launch shelf stable freezer bars in 2017. Perfetti is already exploring new exciting opportunities to take the intense and tangy Airheads® flavour to desserts, beverages and bakery products.

With their exuberant and colourful image, these brands are also perfect for lifestyle categories and they are represented by boutique agencies with a great understanding of the brands’ art DNA: Jewel Branding & Licensing represents Airheads®, while Lisa Marks Associates represents Mentos® and Chupa Chups®.

This 2016, the popular candy brand Airheads® celebrates its 30th anniversary with an Epic Birthday Bash, new launches and incredible surprises. In its new campaign, the brand celebrates the deliciously playful experience it offers to fans who want to spark fun into life’s everyday moments. This spring they will discover that 7-Eleven offers a real Airheads® Xtremes Slurpee®!

Furthermore, this June, the first ever Airheads® shop-in-shop will open in IT’Sugar, the country’s most loved candy hotspot. IT’Sugar and Airheads® will premiere an exclusive line of new apparel, squishy pillows, and fun candy-colored accessories along with candy in special and giant formats, in stores across the nation.

On the licensing front, new lifestyle projects will be revealed very soon, inspired by the striking fashion artwork which will be presented by Jewel Branding & Licensing (booth J101) and which will thrill tweens and retailers alike.

Chupa Chups® has been licensing its iconic logo, designed by Salvador Dalí, and its amazing artwork to an array of lifestyle collections across Europe and Asia for over fifteen years. Now Chupa Chups® takes this sweet success story to the North American market, represented by Lisa Marks Associates (booth H108), who also represents Perfetti’s most international brand: Mentos®.

Mentos® is a truly global brand which enjoys huge international brand awareness. Inspired by its unique heritage and fresh and fun characteristics, an art portfolio has been developed to roll out categories that reflect the cutting-edge interests of the Mentos® consumer to include apparel, personal care, electronics and sports, targeted to young adults across the US and the European market. The brand’s minty and fruity aroma profile and chewy texture can inspire amazing products.


For lifestyle opportunities on Airheads® please contact Samira Ali at Jewel Branding & Licensing: Samira@jewelbranding.com. Booth J101 at the Licensing Expo.

For lifestyle opportunities on Mentos® please contact Lisa Marks at Lisa Marks Associates: lmarks@lma-inc.com. Booth H108 at the Licensing Expo.

For food and beverage opportunities on Airheads® and Chupa Chups® contact Lauren Montemaro at Beanstalk: lauren.montemaro@beanstalk.com. Booth G156 at the Licensing Expo.

For more information please visit: www.pvmlicensing.com

The new Mentos toiletries line

Wednesday, May 18th, 2016
After the Chupa Chups toiletries line launched last Christmas, Perfetti Van Melle scores another success in the beauty market, this time with Mentos brand.

Perfetti van Melle launched only in 2015 a dynamic licensing program in Europe and USA with Mentos and they are already fully engaged with licensing projects.

As anticipated by Marta Ballesteros, Area Licensing Manager at Perfeti Van Melle, in her interview last October, Mentos has a strong personality and strong relevance among the young adult target, its “freshness” concept is just perfect to develop original concept like this new personal care line.

Unveiled today during Cosmoprof, the new Mentos toiletries range, developed by GS Converting Wet Wipes, is composed by bath foam, liquid soap, hands cream, deodorant and wet wipes in a double version, the “So Fresh” with minty-fresh sensation tanking inspiration by the Mentos classic blue mint roll and the “So Fruity” a fruity-fresh sensation of red berries.

Will complete the “So Fresh” line a special male capsule composed by a shaving foam and an aftershave to be discovered!

The line will be available in the best Italian supermarkets and drugstores starting from next season.