Blonde Sheep Licensing kickstarts Golden Casket deal with new partners for sweet brand Millions

Blonde Sheep Licensing has been tapped to handle the consumer merchandising programme Golden Casket’s popular confectionery brand, Millions, across select categories, including cupcakes, toiletries, and mini puzzles.

A family owned Scottish business established in the 1950s, Golden Casket’s product range includes Buchanan’s, Hills of Hawick, Millions, £Onepounders, Gibbs, Fudgy Wudgy, and Gilda. The business is one of the largest confectionery specialists in the UK.

Launched in 1990, the Millions sweets range was an instant success with kids and consumers and has since grown into multiple formates and flavours. Each flavour – strawberry, bubblegum, cola, apple, raspberry, blackcurrant, and tropical – pairs with a fun character, making Millions an appealing proposition for licensees and retailers.

Blonde Sheep Licensing has already secured licensees for toiletries, hand wash, sanitiser, cupcakes, nutritional supplements, and mini puzzles. Products will launch this summer through grocers, B&M, toy retailers, Amazon, and other online stores.

“We are delighted to be working with Natasha at Blonde Sheep. The range of licensed products they are working on is so different to confectionery, which is new, fun and exciting for us at Golden Casket,” said Sandra Fisher, sales and marketing director, Golden Casket. “Natasha has been very creative in all her ideas and always keen to mirror the fun, bright colourful side of the Millions brand in every way.”

Natasha Dyson, managing director, Blonde Sheep Licensing, added: “The reaction to Millions has been fantastic. Licensees are developing products that smell and taste of the sweets and are appealing to multiple age groups, which I’m sure will be a huge hit with consumers.”