The range spans men’s and women’s underwear, including men’s boxer shorts, goolies, briefs, and women’s bralettes, briefs, and boxer shorts. Each features signature Love Hearts messages and ‘eye-catching colours’.

“I’m delighted to see the collection come to life,” said Matthew Gibson, Head of Partnerships and Licensing at OddBalls.

“It’s been a pleasure to work with the teams at Swizzels and Blonde Sheep Licensing to make this super fun collection a reality! The range represents both brands perfectly; it’s fun, colourful, and of course, unbelievably comfy. Thank you to everyone who worked on this project!”

Natasha Dyson, Founder & CEO at Blonde Sheep Licensing, added: “Love Hearts is a brand built on positivity and connection, so partnering with OddBalls is a natural match. The team has created a really fresh, eye-catching collection that brings the joy of Love Hearts to life in an entirely new way. We’re delighted to launch this collaboration in time for Valentine’s Day.”

The range is available exclusively via OddBalls’ website. Check it out here.

The post Blonde Sheep Licensing brings Swizzels and OddBalls together for Love Hearts underwear appeared first on Brands Untapped.

The range spans a Drumstick Raspberry Deodorant, Squashies Raspberry & Body Wash, Love Hearts Lip Balm and Refreshers Hand Wash.

“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.”

Natasha Dyson, Founder & CEO, Blonde Sheep Licensing, added: “As a consumer of Wild’s sustainable products, I couldn’t be happier to see this collaboration come to life. 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.”

The post Blonde Sheep Licensing brings Wild and Swizzels together for new collection appeared first on Brands Untapped.

And what kind of thing have you done with them so far? Refreshers, for example?
We have a whole variety of products as many of our licensees cover all the Swizzels brands. Highlighting Refreshers, we have ice lollies, nutritional supplements, toiletries, cordial, stationery, tea, biscuits, and ice pops. I’ve undoubtedly forgotten a few!

Naturally! And what kind of things are you looking to attract with the 70th anniversary?
Nostalgic brands are on trend at the moment, as are sweet brands. These are two positive reasons for licensees to work with Refreshers. Next year we have car fragrance, cup cakes and celebration cakes launching – and some exciting brand collaborations I can’t divulge yet.

We’d like to collaborate with brands on food and drink, health and beauty, and apparel… The creative focus being on the bright and bold iconic Refreshers colours and incorporating the aroma or flavour, product dependant.

I could see that, yes. The bright blue and yellow packaging…
Yes – that really stands out. My pet projects will be footwear.

Oh, wow. And tell me: which anniversaries are coming up?
Swizzels have a lot of anniversaries over the coming years! 2025 is the 70th anniversary of Refreshers. 2026 is the 80th anniversary of Parma Violets… 2027 is the 70th anniversary of Drumsticks – and the highlight in 2028 is Swizzels 100th anniversary.

Gracious me! A packed calendar!
Indeed! We’ve got a busy few years ahead of us.

What an extraordinary thing. Maybe we should set up an interview with them, Natasha, in time for the hundredth anniversary…
Absolutely, put it in your diary! Swizzels have an interesting history. Founded in 1928 as ‘Matlow Bros. Ltd.’ by Maurice and Alfred Matlow, the company initially produced jelly sweets in London. They joined forces with David Dee, forming the enduring partnership behind ‘Swizzels Matlow’. During World War II, Swizzels relocated to Derbyshire – where it remains – to ensure production continuity away from bombings in London.

That I did not know! And just so I’m clear: why did the company name shorten to ‘Swizzles’?
The company adopted the shorter name Swizzels on packaging to maintain consistency across product lines. It’s also much more memorable for shoppers! Swizzels continues to operate as a family-owned business and is the largest British-owned sugar confectionery manufacturer in the UK.

Fantastic answers! Thank you. I’m keen to ask, Natasha… Given how so many foods and confectioners come and go, why do Swizzels endure?
It’s a good question, Deej, and there are several reasons. Swizzels is still a family-owned company which means the brands and the business are really personal to them. They’re a British company who manufacture in Britain, with factories in Derbyshire and Middlewich. Their commitment to quality and local production resonates with consumers looking to support British brands.

Beyond that, the sweets are very accessible. Swizzels caters to a broad audience with affordable products that are widely available in supermarkets, convenience stores, and online platforms. Despite owning several heritage brands, Swizzels are continually innovating…

I’m glad you mentioned that – I had a question. In what way are they continually innovating?
They add new flavours to keep consumers hooked, and transitioned many of their sweets to be vegan-friendly to appeal to a broader audience. As a vegan myself, this makes me very happy.

Oh! Yes; interesting…
And you were telling me before we started, Deej, that you warmly associate Parma Violets with your grandma. That reminded me that I’d always pick up a pack when I was in the chemist with my mum! They were my treat while we were out shopping. It’s these types of memories that are very strong for a lot of people and it means they keep coming back to the brand.

Yes, I hadn’t really given it thought but I suppose if you have a 100-year-old brand, one that keeps up with the times, it eventually has its own momentum. I suspect Swizzels is now a magnetic brand rather than a dynamic one.
Magnetic rather than dynamic?

Yes – I think you can see some brands that way. Dynamic brands and companies need to keep projecting themselves with advertising and marketing: “Here we are! Look at us!” Magnetic brands and companies don’t need to do it. They draw people in; people come to them without much marketing or advertising. They’re magnetic.
Well, I’ve never heard it put that way before – but you’re right! Swizzels have been very fortunate as they haven’t really needed to advertise on a big scale. Since opening their additional factory, which is dedicated to Squashies, Swizzels can get into new sales channels and really increase marketing effort. They’ll need the capacity as Squashies are the number-one sugar confectionery brand in the UK.

Brilliant! That’s a fantastic example. I also wonder if some sweet brands are more readily seen as being just for children. Would I be buying myself a teddy-shaped gummy? Or a lolly that spins around when I press a button?
Or a whistle lollipop! The Swizzels sweets may originally have been made primarily for children, but their innovation has ensured their appeal to adults as well. Squashies have very broad appeal and vegan versions of the sweets and personalised Love Hearts are a few of the ways Swizzels cater to adults.

That’s great! Now I kind of want to know where the Swizzels part comes from… Because it feels like it could just have easily have been called Dee Matlow. Unless there was a silent partner called Mr. Swizzels! But I guess I’ll find out! Thank you, Natasha; what an eye-opening chat.

The post As Refreshers turn 70, Blonde Sheep Licensing’s Natasha Dyson talks all things Swizzels appeared first on Brands Untapped.

The collection features bold, colourful satchels, mini purses and key charms, each adorned with Love Hearts’ phrases such as “Heart Throb,” “True Love,” and “Only You”.

The collection is available now from the Cambridge Satchel website as well as their retail locations in London, Cambridge, Leeds and Windsor.

“We’re delighted to be working with Cambridge Satchel to create a collection that combines fashion with the fun and positivity of Love Hearts,” said Natasha Dyson, Founder and CEO at Blonde Sheep Licensing.

“This collection is more than just bags – they’re a way to share love and joy wherever you go.”

The post Blonde Sheep Licensing brings Cambridge Satchel and Swizzels together for Love Hearts collection appeared first on Brands Untapped.

Brokered by Blonde Sheep Licensing, the agreement extends across all of the Swizzels brands and covers the UK and Europe. Product will launch autumn/winter 2025.

“Swizzels’ products have been a part of British culture for generations, and we are excited to transform these iconic sweets into a range of products that combine fun, creativity, and the nostalgia of a well-loved brand,” said Paul Cook, Director at Toy Topic.

Natasha Dyson, Founder & CEO at Blonde Sheep Licensing, added: “We’re very happy to be working with Toy Topic to develop this range of on trend accessories and make your own kits.”

The post Toy Topic to launch Swizzels accessories and ‘make your own’ kits appeared first on Brands Untapped.

Blonde Sheep Licensing brokered the deal between Swizzels and Emma Bridgewater, with the range launching on January 17th from the Emma Bridgewater site and John Lewis.

The range reimagines Love Hearts messages such as ‘Love’, ‘Kiss’, and ‘Hug’ in Emma Bridgewater’s signature style across hand painted pottery – and also offers the option for personalisation.

“Love Hearts have always been about sharing moments of happiness and love,” said Natasha Dyson, Founder and CEO at Blonde Sheep Licensing.

“Partnering with Emma Bridgewater allows the brand to take that sentiment beyond sweets, creating keepsakes that families and friends can cherish for years to come.”

The post Blonde Sheep brings Emma Bridgewater and Swizzels together for Love Hearts collection appeared first on Brands Untapped.

Brokered by Blonde Sheep Licensing, the 90-minute tours offers a chance to ‘experience London’s landmarks, savour delicious treats, and celebrate friendship and romance with Love Hearts.’

Operating for two months through February and March, the tour covers both Valentine’s Day and Mother’s Day celebrations.

“We like to think our tours are more than just a ride – they’re a journey through the heart of London creating new memories for all and Love Hearts are known for their sweet messages and nostalgic feel,” said Cedric Bloch, MD at Brigit’s Bakery and tours.

“Brigit’s themed tours compliment this playful nature, appealing to couples and families alike.”

Natasha Dyson, Founder and CEO at Blonde Sheep Licensing, added: “I’m really excited about this partnership, it’s such a perfect brand fit.

“The Afternoon Tea bus tour is such a great way for people to experience Love Hearts with friends and loved ones. The Love Hearts tag line is ‘share the love’ so people will connect over a shared and memorable experience.”

The post Brigit’s Bakery readies Love Hearts Afternoon Tea experience appeared first on Brands Untapped.

The deal – brokered by Blonde Sheep Licensing – has seen two beers, inspired by watermelon and raspberry flavoured Millions, land in Tesco and Morrisons.

“We couldn’t be more excited about this collaboration with Millions,” said Russell Bisset, Founder and MD at Northern Monk.

“The combination of our craft beers with Millions’ beloved sweets is a fusion of flavours that we believe will captivate our audience and introduce them to a one-of-a-kind taste experience.”

Natasha Dyson, Founder and CEO at Blonde Sheep Licensing, added: “We are thrilled to license Millions to Northern Monk; it’s a testament to Northern Monk’s dedication to exploring new and exciting flavour profiles.

“The collaboration comes at a time when we are seeing many other brands partnering with Millions for beverages and allows us to not only reach Millions and Northern Monk fans, but those who appreciate unique and innovative flavour combinations.”

The post Blonde Sheep brings Millions into beer with Northern Monk appeared first on Brands Untapped.

The deal – brokered between Blonde Sheep Licensing and Louis Kennedy – covers six pin badge designs, each carrying Love Heart phrases like ‘Be Kind’, ‘My Hero’ and ‘Be You’.

The badges cost £1 each and are on sale until the end of this month. 25% of the price of each pin badge sold will be donated to Alzheimer’s Society.

“Dementia is the UK’s biggest killer and over 900,000 people are living with the condition – the need for support has never been greater,” said Alzheimer’s Society Head of Corporate Partnerships, Lizzie Pearl.

“We’re grateful for the unwavering support of our incredible partner, One Stop, who have already raised over £550,000 for Alzheimer’s Society. This new pin badge, a wonderful spin on a timeless and iconic sweet, will help raise vital funds for our pioneering dementia research and dedicated support services. Together, we can end the devastation caused by dementia, providing help and hope for everyone affected.”

Jack Taylor, Community and Partnerships Manager at One Stop, added: “Almost all of us know someone who has been affected by Alzheimer’s, so supporting the charity is extremely important to everyone here at One Stop. Not only are we incredibly proud of this new range of merchandise, but we’re also excited to partner with Swizzels for the campaign! We hope the proceeds raised will make a real difference to Alzheimer’s Society.”

Natasha Dyson, Founder and CEO of Blonde Sheep Licensing, said: “It’s great to see the Love Hearts positive messages not only spreading love but raising valuable funds for such a worthy charity.”

The post One Stop and Swizzels raise funds for Alzheimer’s Society with Love Heart pin badges appeared first on Brands Untapped.

Brokered by Blonde Sheep Licensing, the partnership sees Nisi Drinks launch strawberry, raspberry and bubblegum flavoured fruit drinks this month, with more flavours to be added later in the year.

The drinks will be stocked in B&M and Hancocks, with further retailer partners to be announced.

“We are always looking for new ways to appeal to our customers, and partnering with Millions gives us access to several fruity flavours that we know our customers will love,” said Nisi Drinks Founder Andre Apostolou.

“We’ve been really impressed with the growth of the Millions brand so it’s the perfect match for us. We can’t wait for everyone to try these delicious new drinks.”

Natasha Dyson, Founder and CEO of Blonde Sheep Licensing, added: “We are very happy to partner with Nisi Drinks to bring further expand Millions flavours in the beverage market. This partnership offers Millions fans a new way to enjoy the flavours they love.”

The post Nisi Drinks launches Millions range appeared first on Brands Untapped.