Haribo expands its happy world with first 100th anniversary product launches

The global confectionery brand, Haribo is preparing to celebrate its milestone 100th anniversary next year, with the latest launch in a roll-out of consumer products spanning toys, footwear, apparel, and homewares throughout 2021.

Developed through collaborations forged by IMG, Haribo’s consumer products programme kicked off last month with the worldwide unveiling of a partnership with PUMA and the launch of a PUMA footwear and apparel collection. The street wear brand has now released its second drop in the collab, a collection of ‘candy-coloured’ ranges that infuse Haribo’s Goldbears with some of its own classic silhouettes.

The latest launch includes the CA Pro, Street Rider, RS-X3, and Suede all in adult, junior, preschool, and infant sizing.

Further products partnerships and launches will include Haribo branded shoes for kids developed by the European footwear retailer, Deichmann. The line is scheduled to launch at the end of July this year.

Haribo is also moving in on the toys, collectables, and plush sector with a new range launching this autumn thanks to a multi-year, global deal with the US toymaker, Jakks Pacific. Meanwhile, KidsOne will launch branded tableware in Korea.

Andreas Kuhnle, head of global marketing at Haribo, said: “Haribo is undoubtedly one of the best-known and most popular brands in many countries around the world. Our lives are full of adventures and challenges. Every day and all over the world, little and big heroes face new tasks.

“For all of them, we at Haribo create small, carefree moments of childlike happiness with our products. That’s why brands that also stand for these little moments of joy in everyday life are a perfect fit for Haribo.”

Sven Thierhoff, VP of licensing at IMG, added: “It’s amazing to see the happy world of Haribo come to life through such a diverse, colourful programme of products that embody the brand’s quality-first values. Initial collaborations have been extremely popular with collectors and Haribo fans of all ages, and we can’t wait to develop together with Haribo and new partners new thrilling ideas for the centenary of the iconic Goldbear in 2022.”

Jakks Pacific lands sweet global toy deal with Haribo

The US toymaker, Jakks Pacific, has entered into a multi-year global toy licensing deal with the Haribo Group to create a new toy line based on its popular, continent-spanning gummy confectionery products. Jakks has secured the North American and EMEA rights to manufacture, market, and distribute the range of collectables and activity sets.

The first wave of products to be developed under the partnership is scheduled to land at retailers from August next year and will mark the first partnership of its kind for the Haribo sweet brand.

Haribo was founded by Hans Riegel in the early 1920s when he established a small confectionery factory and produced the world’s first gummy bears. These would go on to become the iconic Haribo Goldbears, now popular around the world.

“We are thrilled to partner with Haribo in bringing to life a truly sweet line of toys and collectables that will appeal to collectors and Haribo fans of all ages,” said Jill Nordquist, SVP marketing, Jakks Pacific.

“The line features consumers’ favourite product pieces from the signature Goldbears to Twinsnakes, Happy-Cola and more. Just as the tagline says, Kids and grown-ups love it so, the happy world of Haribo.”

Haribo is recognised as the world market leader in the segment of gummy candies, distributing the brand name to over 100 countries. The confectioner is celebrating its 100th anniversary this year, celebrating its cross-generational appeal that boasts an impressive 97 per cent awareness in its key markets.

“This is our first-ever launch of Haribo licensing in the US and we’re proud to delight our consumers with collectables that inspire the childlike happiness that our brand is all about,” said Rick LaBerge, EVP and COO, Haribo of America. “We’re looking forward to our strategic partnership with JAKKS Pacific and continued collaboration in the future.”

Additional product extensions are already planned for 2022.