In the UK Haribo Dunhills is using the Mickey Mouse image in an effort to add increased consumer appeal to its PEZ range of children's confectionery.
The range, which is marketed as the "Coolest Collectables on the Planet", aims to drive the success of the confectionery using cartoon character sweet dispensers. An aggressive sales and marketing campaign by Haribo has led to a 100 per cent sales increase over the past year, an achievement that the company says it now wants to build on in the run up to the all-important Christmas season.
The characters in the new Mickey Mouse Extreme series include Minnie, Goofy, Pluto, Donald and Daisy - all of whom are sporting a range of accessories, from including sunglasses and headphones.
The new Mickey Mouse Extreme PEZ will be available to independent retailers from mid November, the company said.
Helmut Mager, managing director of Haribo Dunhills, said: "We regularly update the PEZ range with the addition of new lines to maintain its consumer appeal. Mickey Mouse Extreme PEZ is the fifth line up to be added to the PEZ range this year following the launch of Jungle Book Pink Panther, Winnie the Pooh and Simpsons ranges, the last of which will be replaced by the new line."
The dispensers are packaged in "skin packs" containing one dispenser and two packs of sweets and are supplied to retailers in display cases of 12 featuring a tear-off lid. To encourage customers to make repeat purchases, Haribo also offers refills in packs of six including orange, strawberry, lemon and cherry flavoured sweet tablets.