By Allison Watkinson
TLL Reporter
Perfetti Van Melle’s Chupa Chups brand has paired with Allkinds to create a personal care collaboration especially for Australian kids.
In a deal brokered by leading Australian licensing agency Asembl, Allkinds shelves across Australia and online will host a first time collaboration for the Australian retailer. The collection will see the two brands come together to launch exciting new flavors – Grape, Watermelon, Caramel and Strawberry & Cream – across Allkinds signature product range.
“We are super pleased to see Perfetti Van Melle’s Chupa Chups become the first collaboration partner of Allkinds. Chupa Chups has been conquering the hearts and tastes of kids and teens since 1958 so it made complete sense to partner the brand with Allkinds for a fun self-care collection made just for them and for growing up awesome,” said Asembl Managing Director, Justin Watson.
Allkinds is an Australian producer and retailer of personal care products for kids, known particularly for its colorful and fun retail outlets that cater to the imagination and energy of children. The company also has a presence in North America, with online retail available in both regions.
The Chupa Chups flavors feature across Allkinds’ whipped shower foam, jelly wash, shower syrup and daily body cream range. The Grape, Watermelon, Caramel and Strawberry & Cream flavours will also debut as lip savers, lollipop sponges, squishies and in Allkinds gifting sets including a mega gift set and a festival accessories pack.
“This may just be Allkinds’ most exciting limited-edition launch yet – pairing up with the iconic Chupa Chups to launch four naturally awesome new scents and bringing to life four flavours that smell just like Chupa Chups! For a limited time our best-selling products will come in classic Chupa Chups scents – Grape, Strawberry & Cream, Watermelon and Caramel,” said Allkinds’ Global Content & Marketing Manager Shanon Franks.
Perfetti Van Melle says the collaboration will be extensively supported with a Chupa Fest campaign including in-store visual merchandising, influencer activity and a free Chupa Chups with every purchase of products in the range.
“We are delighted to infuse the well-known fun and vibrant essence of the Chupa Chups brand into Allkinds’ beloved personal care products. Allkinds has truly grasped the ‘Forever Fun’ Chupa Chups attitude and philosophy resulting in the creation of a colourful and captivating product range,” said Perfetti Van Melle’s Area Licensing Manager, Vanessa Grande.
The Chupa Chups x Allkinds range is now in-store and online and is priced from $11.99 – $69.99.