The global confectionery brand, Haribo is preparing to celebrate its milestone 100th anniversary next year, with the latest launch in a roll-out of consumer products spanning toys, footwear, apparel, and homewares throughout 2021.
Developed through collaborations forged by IMG, Haribo’s consumer products programme kicked off last month with the worldwide unveiling of a partnership with PUMA and the launch of a PUMA footwear and apparel collection. The street wear brand has now released its second drop in the collab, a collection of ‘candy-coloured’ ranges that infuse Haribo’s Goldbears with some of its own classic silhouettes.
The latest launch includes the CA Pro, Street Rider, RS-X3, and Suede all in adult, junior, preschool, and infant sizing.
Further products partnerships and launches will include Haribo branded shoes for kids developed by the European footwear retailer, Deichmann. The line is scheduled to launch at the end of July this year.
Haribo is also moving in on the toys, collectables, and plush sector with a new range launching this autumn thanks to a multi-year, global deal with the US toymaker, Jakks Pacific. Meanwhile, KidsOne will launch branded tableware in Korea.
Andreas Kuhnle, head of global marketing at Haribo, said: “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 Haribo and new partners new thrilling ideas for the centenary of the iconic Goldbear in 2022.”