A collectible art drop with Chupa Chups

TUD TOY, a collectible art brand built on character design and limited-edition drops, released a licensed collaboration with Chupa Chups. Encore Marketing guided the collaboration concept, the storytelling and the communication platform that framed the drop as a cultural collectible rather than a branded figurine.

Client: TUD × Chupa Chups
Industry: Fashion, retail & licensing
Services: PR & Media, Influence Marketing, Licensing

The brief

Preserving Chupa Chups' playful identity while elevating it to art level, keeping TUD's aesthetic and sculpture craftsmanship central, crafting a visual world that did not feel commercial or childish, shaping a fan-driven and community-oriented launch strategy, and building a licensing narrative that felt natural rather than opportunistic.

Approach

What we did

Developed the storyline "Nostalgia reimagined through collectible artistry", emphasizing Chupa Chups as a generational symbol, TUD's artistic reinterpretation, the fusion of sweetness, irony and cultural memory, and the exclusivity of the drop.
Used that concept to drive the visual language, messaging, press materials and influencer communication.
Built an elevated visual world with high-contrast photography, glossy textures and studio light aesthetics, sculptural framing of TUD's craftsmanship, premium environmental setups, and bold colour pops tied to the Chupa Chups identity.
Set a messaging architecture around childhood memories, universally recognisable symbols, the revival of iconic design through modern craftsmanship, emotional connection across generations, and limited-edition scarcity.
Activated lifestyle influencers, design-forward creators, collectors and toy-culture enthusiasts, and retro-culture profiles, who amplified the drop through unboxings and aesthetic shots.
Produced PR storytelling and a content suite of product editorials, behind-the-scenes creation process, drop teasers, nostalgia-driven creative concepts and limited-edition spotlights.