By Gary Symons
TLL Editor in Chief
Blonde Sheep Licensing just announced the launch of a new collaboration between Swizzels and Wild, the sustainable personal care company.
Swizzels, of course, is the British confectionery brand that came up with Squashies, Drumstick, Refreshers, and Love Hearts. The latter was a big favorite in my childhood; the candy you gave to someone you were sweet on when you were too shy to say so.
Together, the partners are now bringing Swizzels’ much-loved sweet scents into a new range of personal care products.
Brokered by the agency Blonde Sheep Licensing, the new line serves up a saccharine selection of scents, including a Drumstick Raspberry Deodorant, Squashies Raspberry & Body Wash, Love Hearts Lip Balm, and Refreshers Hand Wash. The range launched at retail globally on October 2.
Natasha Dyson, the founder and CEO of Blonde Sheep Licensing, says she was thrilled to broker the partnership between two of her favorite brands.
“As a consumer of Wild’s sustainable products, I couldn’t be happier to see this collaboration come to life,” Dyson said. “Being able to combine my favourite deodorant with my favourite sweets is a dream collaboration. Wild have been absolutely fantastic to work with and have created a range I hope everyone loves as much as I do.”
Blonde Sheep points out the new line is available just in time for Halloween; fitting, since Swizzels candies are a favorite item for Trick-or-Treaters worldwide.
“The Swizzels-inspired scents are straight out of the candy cauldron, designed to help customers stay frightfully fresh,” the agency says. “With refillable packaging and Wild’s commitment to sustainability, the range transforms Swizzels’ favourites into planet-friendly must-haves for any bathroom shelf.”
Blonde Sheep also says this collaboration reflects Swizzels’ ongoing strategy to extend its confectionery brands into exciting new lifestyle categories. Following successful partnerships across food, drink, and accessories, this latest collaboration with Wild highlights how the brand continues to resonate with consumers in fresh and relevant ways.
It also marks another milestone for Wild as they expand their product offering with fun flavours that bring personality and joy to everyday routines.
“We’re thrilled to be partnering with Swizzels to create this unique collection,” said Eli Miansarow, Head of Brand at Wild. “It’s a chance to merge our sustainable, high-performing products with the playful nostalgia of Swizzels’ most iconic sweets. We can’t wait for customers to experience the fun.”
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