Chupa Chups has collaborated with online game platform Roblox with new game, Chupa Chups: Shake & Create.

The lollipop brand looks to build cultural relevance amongst younger, growing audiences. Research into Gen Z enabled Chupa Chups to establish the game mission and concept of ‘Creative Empowerment’.

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The game will roll out to additional markets outside of the UK. The brand aims to expand upon the Roblox partnership with in-person events, seasonal content, OOH campaigns and in-store PoS.

Kim McMahon, brand manager for Chupa Chups, Perfetti Van Melle, said: “Gaming is an area we’ve had our eyes on for a while and are excited to now be playing a part in. We know its a rich territory to connect with younger audiences, which we are confident will result in an increase of product sales”.

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