Perfetti van Melle to extend its Brooklyn brand into licensing

Brooklyn was the first chewing gum to be made in Italy, having first launched more than 60 years ago.
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The global confectionery group, Perfetti van Melle is extending its Brooklyn brand into select licensing opportunities.

Brooklyn was the first chewing gum to be made in Italy, having first launched more than 60 years ago.

The line was launched with the iconic brand identity of the popular Brooklyn bridge, tapping in to the American way of life and fast became part of the Italian collective memory.

‘The heritage aura of this authentic brand is perfect for exclusive collaborations with leading Italian brands of accessories or personal care products that are looking to create original products with a vintage twist,’ read a statement from the firm.

Mapping out Brooklyn’s licensing route in Italy, Premium SRL has been appointed the brand licensing agent, utilising its more than 40 years of licensing iconographic and historical properties.

“I have been immediately excited about the opportunity to work with this brand,” said Maria Grazia Bussandri, managing director of Premium.

“It is a historical brand which has accompanied entire generations of Italians in their growth gaining a formidable evocative power, we are sure that Brooklyn will have a great success and will be welcomed with great affection by the public.”

With an adult target market of 25 to 55 year olds, Brooklyn has been billed as one of the most recognisable and important iconographic brands of Italian culture.

“At Perfetti van Melle, we are very excited to open up new business channels with our mythical Brooklyn brand for lifestyle opportunities,” said Christine Cool, area licensing manager of Perfetti van Melle Group.

“The brand lends itself perfectly to create authentic vintage inspired collections and Premium has a perfect understanding of the core of the brand to identify the partners that are able to create a unique consumer experience for the Italian public with this nostalgic brand.”

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