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Events | Industry News

SANRIO’S HUGE SUCCESS AT BLTF AND KAZACHOK 2017

4 May - 2017

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For the first time this year Sanrio had a booth also at the Kazachok Licensing Forum in Paris.

At the most recent Bologna Licensing Trade Fair, Sanrio presented the latest news across its portfolio of characters and developments in the Hello Kitty brand licensing program, the property of worldwide success loved by women and aspirational for new generations. The show was an opportunity to seek new local and international licensees and further expand an already large licensing portfolio. Meetings were had with retailers about the strategy and long-term plans for DTR activities with existing licensees, and alliances with key partners to develop “Space Licensing” activities that will engage and thrill the public such as theme parks, Beauty Spa and Temporary Stores.

Brand Experience will also be supported by dedicated marketing activities such as the “Hello Kitty Gang” campaign, the first involving bloggers and influencers across Europe, the Middle East and Australia.

At the Book Fair running simultaneously, plans were shared for the launch of new editorial products by Hello Kitty and Mr. Men Little Miss – protagonists in publishing and licensing. With more than 90 characters Mr. Men Little Miss boasts sales of over 250 million books all over the world.

In addition, Sanrio continues to communicate its diversification strategy focused on “classic” properties such as My Melody, Chococat, KeroKeroKeroppi, Bad Badtz-Maru and Little Twin Stars. These remain evergreen in the Sanrio portfolio and are the protagonists of the “Hello Sanrio” concept which aims to approach a teen and young adult audience.

Finally, major interest was shown in Sanrio’s new properties: Gudetama and Aggretsuko. Gudetama is a lazy and demotivated egg that fascinates and entertains consumers around the world. Aggretsuko is the most recent creation by Sanrio. A pretty red panda, though she might seem sweet and remissive, she kicks off singing death metal pieces at karaoke when she reaches her limit at work. Both brands already boast important collaborations across Asia with a vast Consumer Products program underway. The main objective is to continue the territorial expansion of both brands throughout EMEA by defining international licenses covering the major categories of goods including Apparel, Accessories, Stationery and Gift & Novelties and develop licensing also locally to complete the program.

For the first time this year Sanrio had a booth also at the Kazachok Licensing Forum in Paris. The show was the perfect opportunity to present licensees the Hello Kitty brand development plans and show in the marketing highlight of the year: the Hello Kitty Gang, explaining the content and launch strategy. The new project was highly appreciated and produced a great interest among licensees who attended the event. All Sanrio characters were also pushed forward such as the very British Mr Men Little Miss. These little characters known as the “Monsieur Madame” have been a huge success in France for over 35 years with a growing number of licensees.


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