Ahead of the HARIBO Goldbear’s 100th anniversary in 2022, the globally loved confectionary brand is rolling out a colourful suite of toys, apparel, footwear and homeware in 2021 to help fans celebrate the happy world of HARIBO.
HARIBO’s consumer products programme, created through collaborations facilitated by IMG, kicked off with the worldwide launch of a delicious Puma footwear and apparel collection that launched last month and just released its second drop. The playful, candy-coloured ranges infuse the classic HARIBO Goldbears with some of Puma’s classic silhouettes, including the ‘CA Pro,’ ‘Street Rider,’ ‘RS-X3’and ‘Suede’ in adult, junior, pre-school and infant sizing.
Additional upcoming products include HARIBO-branded shoes for kids with European footwear retailer Deichmann, launching end of July; HARIBO toys, collectible and plush will be launching this Autumn through a multi-year, global deal with leading U.S. toymaker JAKKS Pacific, Inc.; and playful KidsOne tableware in Korea.
Andreas Kuhnle, head of global marketing HARIBO, commented: “HARIBO is undoubtedly one of the best-known and most popular brands in many countries around the world. Our lives are full of adventures and challenges. Every day and all over the world, little and big heroes face new tasks. For all of them, we at Haribo create small, carefree moments of childlike happiness with our products. That’s why brands that also stand for these little moments of joy in everyday life are a perfect fit for HARIBO.”
Sven Thierhoff, VP of licensing at IMG, added: “It’s amazing to see the happy world of HARIBO come to life through such a diverse, colourful programme of products that embody the brand’s quality-first values. Initial collaborations have been extremely popular with collectors and Haribo fans of all ages, and we can’t wait to develop together with HARIIBO and new partners new thrilling ideas for the centenary of the iconic Goldbear in 2022.”