Fluid World has secured the rights to represent lollipop brand, Chupa Chups in the UK and Ireland.
The firm - which will handle all licensing, PR and marketing for the consumer products programme - is planning to develop a comprehensive merchandise range to capitalise on the huge consumer awareness for Chupa Chups.
Established in 1958, the brand claims one in every three lollipops sales worldwide.
Fluid will be looking at sectors including fashion apparel and accessories, beauty, gift, homewares and stationery. The Chupa Chups logo - designed by Salvador Dali in 1969 - will be central to the design of all licensed products.
"We are really excited to be representing the Chupa Chups brand in the UK and Ireland and extending our portfolio of brands at Fluid World," said brand director, Libby Grant. "Consumers the world over have an emotional connection with the brand and yet its commercial potential remains relatively unexplored in the UK market.
"We have the opportunity to not only develop the licensing programme, but build the marketing strategy around the brand and we're looking forward to getting started."
Christine Cool, senior brand licensing manager at Chupa Chups, added: "Fluid World have shown a true understanding of how to apply iconic brands to products that consumers want to own. We are absolutely confident that the Fluid World team will strike the balance between respecting the heritage of the Chupa Chups brand while developing a commercially viable product range."