Chefclub teams with Upyaa! to launch kids culinary toys and play-sets

The digital culinary brand, Chefclub has partnered with Upyaa! to launch a new range of toys and games throughout Europe, enabling kids to engage with a collection of creative play-sets and undertake their own journey to becoming little chefs.

The new sets will encourage kids to create their own ice cream, popsicles, and chocolate bars while each pack includes a booklet with three recipes, designed to help little ones be creative and become autonomous in the kitchen.

The Chefclub Kids culinary collection will be developed around the themes of chocolate, ice cream, and smoothies and will be composed of six products: Best Friends Chocolate Bar Set, Funny Face Chocolate Bar Set, Chocolatier Kit, Ice Cream Set, Popsicle, and Surprise Ice Cream Bar.

The first products will be sold in France in Spring/Summer 2021 and will be released in other European countries thereafter.

Chefclub is recognised as the world’s leading broadcaster of culinary videos on social media, with more than a billion views worldwide and more than 600 million monthly views in Europe. Chefclub’s easy, inspiring, and innovative recipes have already gained over 95 million followers worldwide and 20 million people in Europe.

Meanwhile, Chefclub Kids has more than 20 million monthly views in Europe and has an active and growing community. 

Marie-Laure Marchand, SVP, global consumer products and business development at Chefclub, said: “Since its launch at the end of 2019, our digital channel, Chefclub Kids, has been increasingly successful with families with children. It seemed natural for us to partner with Upyaa! a specialist in culinary and educational games to complete our product offering for the youngest and to make our debut into the games/toys categories.”

Stéphane Borgeais, co-founder of Upyaa! added: “Chefclub Kids is a very important license for us and we are happy to start this partnership with such a dynamic franchise. With Chefclub Kids, we are motivated and will offer six products based on the themes of chocolate and ice cream. Our objective is to add 50 per cent of new products per year over the next two years.

“To date, the collection has already received excellent response and we will be available, from this spring, in all the specialty shops and websites.”