Fruit-tella moves into lip balms, accessories and bath fizzers

Deals with Amber House, Imagine8 and Crackerjack have bolstered the brand’s licensed line-up in the UK.

Amber House, Imagine8 and Crackerjack have all joined the licensing programme for Perfetti van Melle’s Fruit-tella brand, following deals made by agency Licensing Matters Global.

The new partnerships look to ‘extend the brand’s reach to the discerning kids, tweens, teens and young adult audiences who aspire to find new products to use as part of their daily routines.’

Amber House has launched a range of Fruit-tella lip balms at Primark that have already sold over 300,000 units to date, while Imagine8 recently debuted a Fruit-tella collection at Claire’s Accessories. Imagine8 is also launching scented Fruit-tella plush toys in Q2 2023.

Elsewhere, Crackerjack has been tapped to develop Fruit-tella bath fizzers and sponge gift sets that are due to launch Q4 2023.

“It´s great to see how our fruity Fruit-tella brand is entering the licensing arena, gaining visibility in the market with the valuable help from Licensing Matters Global”, said Vanessa Grande, Licensing Coordinator at Perfetti Van Melle.

“We´re so excited to see how Amber House, Imagine8 and Crackerjack have truly reproduced the Fruit·tella joy across the different categories they develop for.”

Leila Loumi, Senior Global Licensing Director at Licensing Matters Global, added: “Securing these partners ­– who can reach the kids, teens, tweens and young adult audiences for Fruit-tella – has been enjoyable and great fun.

“From concept development through to seeing the final SKUs, going into production we have been able to see how these wonderful lines have captured the essence of Fruit-tella and brought to life the equity of the brand. Each partner is an expert in their field and the creativity shown has been exceptional.”

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