Confectionery brand Chewits is making the move into licensing - with Beanstalk teaming up with property owner, Leaf U.K.
The two firms are planning to extend the brand into close-to-core food and non-food categories - and will be aiming to leverage the legendary 'chew factor' of Chewits.
"Having invested heavily on design and social media, the Chewits brands has been experiencing great momentum and we are confident that the time is now to make the strategic move into brand licensing," said Hollie Roberts, UK consumer marketing manager at Leaf U.K. "We are delighted to be doing this represented by Beanstalk, one of the top names in brand licensing, and we are looking forward to taking our brand to the next level."
Ciarán Coyle, Beanstalk's MD international, added: "Few brands can boast the heritage of a true British confectionery brand like Chewits can. An emotional connection is the number one essential ingredient for a brand when considering licensing, and the Chewits brand is as relevant to consumers today as ever."
The Chewits brand was first established in the UK in 1965, with mascot Chewie the Chewitsaurus appearing in the 'Monster Muncher' ads in the 1970s.
The brand is in double digit growth and is ranked one of the top 50 FMCG Facebook brands in the UK, with over 300,000 fans.
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.