Sanrio selects independent chocolatiers Creighton's for Gudetama confectionery - Licensing.biz

Sanrio selects independent chocolatiers Creighton's for Gudetama confectionery

The move marks the independent outfit’s first foray into the world of licensing as it introduces its range of six Gudetama chocolates with a Slumber party launch this August 30.
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Independent chocolatiers, Creighton’s Chocolaterie has signed with Sanrio to create and launch an exclusive line of Gudetama themed chocolates.

The move marks the independent outfit’s first foray into the world of licensing as it introduces its range of six Gudetama chocolates with a Slumber party launch this August 30.

The collection will then be available at a dedicated pop-up shop from August 31 to September 2 this year, ahead of the line’s official launch this September 3.

The range includes Sunny Side Up, a smooth, dark chocolate with a bright citruc yuzu flavour, Five More Minutes, a milk chocolate bar with sour dough toast and smoky bacon, You Crack Me Up, milk chocolate bar with popping candy, This Is It, an edible chocolate egg and Lazy Egg Truffles, white chocolate with custard flavour filling inside.

Founded in 2011 by the mother and daughter partnership, Andrea Huntington and Lucy Elliott, Creighton’s Chocolaterie chocolates are handcrafted in the UK.

“Licensing has always been a goal for us,” Lucy Elliott told Licensing.biz. “Confectionery just goes hand in hand with the quirky characters resulting in an instant gift product.

“Through this new partnership, we hope to reach a whole new customer base that maybe otherwise would not have come across us. We hope they will be a must-have treat for lifelong Gudetama fans and also introduce any newbies to the character in a creative, fun way.”

Gudetama is one of the most recent characters to have broken out in the UK from the Sanrio bank of animated characters. The brand is building a strong following here in the UK.

“We love the adorable apathy of Gudetama, the lazy attitude combined with our fun chocolate flavours just created so much personality in the product,” added Elliott.

“It lets us stand out from the crowd of chocolate brands out there. We don’t take ourselves too seriously and pairing with Gudetama shouts this loudly.”

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