Chupa Chups unveils Stranger Things lollipops ahead of peak candy season

UK – Perfetti Van Melle’s Chupa Chups brand is joining forces with Netflix’s hit series Stranger Things to release two limited-edition lollipop SKUs this September, timed to build excitement for Halloween and the sci-fi show’s highly anticipated finale.

The packs, available in 16- and 10-count formats, feature the show’s core cast alongside the creatures of the Upside Down. 

Each lollipop offers a mystery flavour named after the characters and iconic moments, with the taste revealed only when sampled. Consumer testing has already signaled strong appeal, particularly around the collectible packaging and surprise factor.

To support the launch, Chupa Chups will invest £1.3 million (US$1.7 million) in a comprehensive campaign beginning September 1. 

Retailers can expect in-store theatre through point-of-sale displays, while an outdoor advertising push will deliver six-sheet placements near high-footfall outlets. 

Digital engagement will also play a central role, with TikTok and Instagram activity aimed squarely at Gen Z audiences, plus interactive QR codes on packs unlocking competitions and immersive content.

Further promotional momentum will come from experiential activations, including a tie-in with Thorpe Park’s Fright Nights, ensuring the products gain maximum exposure during confectionery’s peak sales season.

Kim McMahon, brand manager for Chupa Chups at Perfetti Van Melle, called the collaboration “a dream,” noting that Stranger Things shares the brand’s ethos of turning everyday moments into epic adventures. 

“We believe this collaboration with Stranger Things allows us to excite our existing audience with new flavours, but also recruit new shoppers to the category in time for Halloween and Christmas. The mystery flavours inject even more excitement into the lollipop experience,” Kim McMahon added.

She added that the line is expected to remain on shelves through 2026, helping retailers maintain sales momentum long after Halloween.

Chupa Chups’ Pinkis

This latest launch follows Chupa Chups’ July introduction of Pinkis, a soft-textured, strawberry-flavoured jelly sweet designed to stand out in the growing jellies segment. Priced at £1.25 per 90g bag and already available via major wholesalers, Pinkis has been developed to drive impulse sales and meet consumer demand for playful, texture-led confectionery.

With both initiatives, Chupa Chups is reinforcing its commitment to innovation, first by tapping into pop culture with Stranger Things lollipops, and second by diversifying its portfolio with Pinkis jellies to capture shoppers seeking new, sensory experiences.

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