The deal allows Beanstalk to leverage the brand in mainland China, Hong Kong and Taiwan (Greater China) with brand extensions including apps, apparel, video games, sporting goods, stationery and gifts targeted at young people.
Josephine Law, Managing Director Beanstalk Asia said: “The brand has universal appeal, lending itself well to extensions outside of the core confectionery area.”
Beanstalk has a previous relationship with Perfetti Van Melle having worked with the Airheads brand in the US since 2009.