Poeticgem has signed a new deal with international sweet manufacturer Jelly Belly jelly beans for a new range of branded apparel.
The firm will be tapping into Jelly Belly’s history of signature flavours such as Tutti-Frutti, Bubble Gum, Chocolate Pudding and Sizling Cinnamon as well as its history of iconic fans including former US president Ronald Reagan.
Poeticgem will develop a fashion and loungewear range for the brand in the UK.
"We are very excited about this link up with one of the world’s greatest confectionery brands," said Elliot Matthews of Poeticgem.
"Working with Jelly Belly gives us some fantastic imagery to play with and we have created a range that will really catch the eye on shelf."
Sasha Lerner, senior brand manager at The Licensing Company, the firm appointed as licensing agency for Jelly Belly Candy Company, added: "Jelly Belly apparel has been a key initiative for TLC and we are thrilled to be partnering with Poeticgem to launch the first fashion and loungewear programme in the UK."