Highlights | Licensees Focus


25 Jan - 2021

Tags from the story: Chefclub, Chefclub Kids, Upyaa!.

Chefclub, the number 1 digital cooking brand on social media, announces a partnership with Upyaa!

Chefclub, the number 1 digital cooking brand on social media, announces a partnership with Upyaa! that promises fun and creativity for the little chefs!

A partnership full of colors and flavors

Coming up, the launch of a range of Chefclub Kids culinary toys and games throughout Europe! Children will have fun in the kitchen with Upyaa!’s range of creative playsets and become true little chefs by creating their very own ice cream, popsicles, and chocolate bars. Each pack includes a booklet with 3 recipes perfect for enticing the little ones to be creative and autonomous in the kitchen.

Six new fun products for little ones

The Chefclub Kids culinary collection will be developed around the themes of chocolate, ice cream, and smoothies. The line will be composed of six fun 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.

A guaranteed success

Chefclub is 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. 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 confirms, “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! states: “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 6 products based on the themes of chocolate and ice cream. Our objective is to add 50% of new products per year over the next 2 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

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