IMG Worldwide has become the exclusive licensing agent for the Chupa Chups brand in a wide range of territories.
The firm will now handle the famous lollipop property in Germany, Austria, Switzerland, Benelux and Scandinavian countries, plus Australia and New Zealand.
IMG is planning to roll out a programme over the course of the three-year deal, mainly targeting lifestyle categories.
"We feel that IMG is the right partner to continue the expansion of our licensing programme in these markets," commented Christine Cool, senior brand manager of Chupa Chups' licensing division. "They have a perfect understanding of our brand values and heritage and the know-how to apply iconic brands to products that consumers want to own."
Bruno Maglione, IMG EVP and global MD of IMG Worldwide Licensing, added: "Our international team is really excited about extending the Chupa Chups brand which is synonymous with a fun, dynamic and colourful lifestyle.
"The brand has a powerful 'palette' of graphic assets that grows each year through new style guides, offering licensees an array of contemporary, retro and seasonal opportunities. Chupa Chups is without doubt a true original."