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Asembl Brings Chupa Chups and Allkinds Together

Asembl Brings Chupa Chups and Allkinds Together

Brand extension agency Asembl has paired Perfetti Van Melle’s Chupa Chups with Allkinds for a forever fun personal care collaboration especially for Australian kids.  

On Allkinds shelves across Australia and online now the first time collaboration for the Australian retailer sees the brand come together with Chupa Chups to launch exciting new flavours – Grape, Watermelon, Caramel and Strawberry & Cream – across Allkinds iconic and signature product range.

The Chupa Chups flavours will feature across Allkinds’ whipped shower foam, jelly wash, shower syrup and daily body cream range.  The Grape, Watermelon, Caramel and Strawberry & Cream flavours will also debut as lip savers, lollipop sponges, squishies and in Allkinds gifting sets including a mega gift set and a festival accessories pack. 

The collaboration will be extensively supported with a Chupa Fest campaign including in-store visual merchandising, influencer activity and a free Chupa Chups with every purchase of products in the range. 

“We are delighted to infuse the well-known fun and vibrant essence of the Chupa Chups brand into Allkinds’ beloved personal care products.  Allkinds has truly grasped the ‘Forever Fun’ Chupa Chups attitude and philosophy resulting in the creation of a colourful and captivating product range,” said Perfetti Van Melle’s Area Licensing Manager, Vanessa Grande. 

“This may just be Allkinds’ most exciting limited-edition launch yet – pairing up with the iconic Chupa Chups to launch four naturally awesome new scents and bringing to life four flavours that smell just like Chupa Chups!  For a limited time our best-selling products will come in classic Chupa Chups scents – Grape, Strawberry & Cream, Watermelon and Caramel,” said Allkinds’ Global Content & Marketing Manager Shanon Franks. 

“We are super pleased to see Perfetti Van Melle’s Chupa Chups become the first collaboration partner of Allkinds.  Chupa Chups has been conquering the hearts and tastes of kids and teens since 1958 so it made complete sense to partner the brand with Allkinds for a fun self-care collection made just for them and for growing up awesome,” said Asembl Managing Director, Justin Watson. 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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