UK-based confectionery manufacturer, AG’s Candy has taken a step into the licensing world, signing multiple territory deals with several key brands.

The company has so far welcomed The Smileys from Smileyworld, Super Wings from Alpha Group, MGA’s L.O.L. Surprise, Masha and the Bear from Animaccord and Winx Club from Rainbow.

AG’s Candy’s surprise egg chocolates are egg-shaped treats which split in two – one half contains sweet milk and cocoa creams topped with crunchy mini biscuit bites, while the other half contains a surprise toy or accessory.

They will be available in two sizes across the US, UK, Ireland and the Middle East by Easter 2022.

“Our licensing journey started with The Smileys, and despite the odds of the pandemic, we received a tremendous demand in the market which led us to decide to expand our licensed offering,” explained Walid Al-Garadi, md of AG’s Candy. “We are confident that together with our quality chocolate and these brands on board, our retail presence will extend hugely. This is the start of a great journey which we are excited to be on.”

Ebru Iscan, licensing director at the company, added: “It is indisputable how licensing strengthens the brands, especially in the kids industry. I have been following these IPs with high admiration for years, and I am so excited to be able to use them for our surprise egg chocolates.

“We are going to develop a wide range of premiums fully featuring these licences, and we can’t wait to integrate their content in our app. These IPs will definitely double the fun and surprise.”