The global confectionary brand, Haribo has partnered with IMG to develop a suite of creative products as it prepares to celebrate its centenary anniversary next year.
Under the alliance, IMG will look to build a portfolio of product partnerships that “embody the cheerful, colourful world of Haribo and its quality-first values.”
These products will aim to provide multiple new touchpoints for the Haribo brand’s loyal and growing international fan-base, from being able to wear Haribo through a succession of apparel and fashion deals, to seeing it around the home via various gifting and homewares partnerships.
Founded in 1920 by Hans Riegel Bonn, the third generation family-owned company is now the global leader in the fruit jelly and liquorice business. Next year, Haribo will celebrate its 100-year anniversary milestone and is putting plans in place for a year full of celebrations with fans, including through the release of new consumer products.
Haribo is renowned for distinctive symbols such as the logo, the gold bear and other famous fruit gums such as Tropifrutti, as well as its famous slogan: ‘Kids and grown-ups love it so, the happy world of Haribo!’