Haribo has appointed IMG as its new licensing agent to create a brand extension based around its centenary celebrations in 2020.
Founded in 1920 by Hans Riegel Bonn, the confectioner will look to capitalise on a full year of celebration activity for its 100th anniversary.
IMG is tasked with building a suite of partnerships to extend the brand into products that embody the ‘cheerful, colourful world’ of the candy brand.
The programme aims to take Haribo into new categories for its fans, with plans for fashion and apparel lines, as well as a variety of product launches in homewares and gifting.
Licensing partners will tap into Haribo’s famous logo, its iconic gold bear mascot, as well as its slogan, ‘Kids and grown-ups love it so, the happy world of Haribo”.
Haribo is a third-generation family-owned company and the global leader in the fruit jelly and liquorice business.