Programme will cover categories including apparel, personal care, fashion accessories and electronics.

FRANCE: Stories on board with boosting Mentos licensing programme

Confectionary brand Mentos is kicking off its licensing programme in France, appointing Stories to handle the roll out.

The firm is planning to launch a programme which will see it target a number of lifestyle categories such as apparel, personal care, oral care, fashion accessories, electronics and sporting goods among others.

"We feel that Stories is the perfect partner to start our licensing programme in the country," said Marta Ballesteros, licensing area manager at Perfetti Van Melle. "They have a clear understanding of our brand values and heritage and the know-how to apply iconic brands to products that consumers want to own."

Aude Steinberg, founder of Stories, added: "We are thrilled to start our collaboration with Perfetti Van Melle and convinced of the large potential of the Mentos brand in France. Mentos will offer a new opportunity to talk to young adults with fresh, fun and creative products."

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