Sanrio at Brand Licensing Europe 2017

5 Oct - 2017

Tags from the story: Gudetama, Mr. Men and Little Miss.

Discover more about Hello Kitty, Gudetama and Mr. Men and Little Miss at stand A20.


Always in style, Hello Kitty stamped her authority in the fashion world this year.

From the sell-out collaboration with cult British brand Lazy Oaf in July to the launch with Italian streetwear brand GCDS just 2 weeks ago, fashion fiends across the globe cannot get enough of Hello Kitty apparel and accessories. Global fashion influencer and entrepreneur Chiara Ferragni was one of the first to wear a piece from the GCDS x Hello Kitty collection: an Instagram post which soon went viral. Other fashion collabs this year have included Ryan LO at London Fashion Week and Spanish designer, Maria Escote.

Sanrio are upping the fashion stakes further, partnering with global fashion e-tailer ASOS on their biggest ever collaboration this month and launching a collection with Italian fashion brand Pinko in SS18.

Hello Kitty’s famous motto is ‘you can never have too many friends!’. And in this spirit, Hello Kitty Gang was created.

Embracing creativity and ‘millennial pink’, this multi-territory campaign has invited creative adults between 16 and 30 years old to join a collective. This collective is the first to receive the latest Hello Kitty news, exclusive merchandise and be part of the world of Hello Kitty at events throughout the year. They’re then the first to share the news with their vocal and loyal Instagram communities – perfect for spreading Hello Kitty’s values of friendship and creativity!

To name just a few highlights, Hello Kitty Gang celebrated female friendship with an alternative Valentine’s Day event in London and had a 2-week pop-up at TOPSHOP Oxford Street where the public could buy limited edition apparel and accessories.

Just last month, 3 influencers from the UK, Germany and Australia travelled to Tokyo to visit the Sanrio Expo and world-renowned Sanrio Puroland in an immersive Japanese experience. Hello Kitty Gang has taken over Berlin and events in MelbourneParis and Milan will take place later this month.


The laziest of eggs is rapidly gaining star status, despite its best efforts to be left in peace! Gudetama hatched in Europe this August with a lazy launch party in London, attended by only the coolest press and influencers alike. No big deal.

The striking yellow / white colour scheme and quirky / ironic values appeal particularly to a Millennial audience.

2017 saw the first wave of products from our initial European licensees, with stationary launching at Paperchase and Primark. Gudetama also ventured onto Facebook with its own pack of Facebook stickers, already downloaded by over 5 million users. For 2018, even more products will line the shelves at retail, with a quirky beauty deal just signed, nightwear, socks, gifting and accessories also in development.

Next year will also see the lazy egg take part in a special marketing campaign with some very well-known digital faces in February. Keep your eyes peeled on YouTube!


The brand is ending 2017 on a high, with the launch of our ‘Mr. Men for Grown-Ups’ adult series this November. The books now give adults the chance to laugh along as the Mr. Men and Little Miss try and cope with the very grown-up world around them. The series has already had an incredible uptake at retail with more titles in development for 2018. 

Mr. Men Little Miss continue to expand internationally in the publishing world, with localisation across different markets next year. The Mr. Men and Little Miss adventure in China, take a road trip across the USA, and discover Greek Mythology in 3 special localised titles. 

Mr. Men have also been selected as one of the official titles by World Book Day 2018 with a brand new title by Mr. Silly himself.

And it’s not just all about books…Next year will see the characters take on a fashion-forward edge with an international collaboration with footwear brand KEDS and a partnership with a premium global beauty brand, to be announced. Trend setters, keep your eyes peeled!

To diversify the range of artwork offered to licensees, we are developing a new style guide ‘classic characters parody’ with Adam Hargreaves himself, based on the successful reception the adult titles have had. Expect fun using the classic characters and some grown-up themes.

Marketing initiatives in the works include a UK wide campaign to get a book in every child’s hand and a very big garden… watch this space!

To top it all off, 2018 will see the introduction of a new permanent character ‘Little Miss Inventor’. We hope you are excited to meet her. More to follow.

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