Fashion & Lifestyle


15 Jul - 2020

Tags from the story: Difuzed, Rilakkuma, Sagoo, San-X.

Apparel and accessories collection based on the hit Kawaii bear is on the way

Sagoo, the independent agency which represents the licensing rights for San-X’s popular relaxed bear, Rilakkuma, has brokered a deal with cutting edge lifestyle licensee, DIFUZED. The partnership will see DIFUZED launch a range of apparel across all categories for adults and kids, as well as fashion bags, backpacks and accessories.

The new line will also include tech accessories including phone cases and tablet and laptop covers and sleeves featuring Rilakkuma and friends, and will retail throughout Europe.

Launched in Asia in 2003, Rilakkuma embodies relaxation and a stress-free lifestyle. The chilled-out bear cub quickly became popular in Japan, Asia and the US as it began life as an illustration on products such as stationery. The licensed merchandise quickly grew and to date, 5.8 million of the Rilakkuma story books have been sold, while the new apps launched monthly have over half a million members. In total, over 20,000 Rilakkuma products have launched in Japan.

Now a Netflix star and hugely popular on social media, Rilakkuma is beginning to see the same trajectory of success throughout Europe and leading licensing agency, Sagoo, is partnering with best in class licensees to build a robust consumer products offering in the territory.

Jeremy Orriss – Licensing Director of DIFUZED, comments: “We are very happy to be part of the lovely Rilakkuma family and we are confident that the cooperation between DIFUZED and the Sagoo team will be stress-free just like Rilakkuma and it will create great results. We cannot wait to develop Rilakkuma apparel and accessories collections and have them in retailers all around Europe.”

Veronique Pichon, President, Sagoo, adds: “We’re excited to welcome DIFUZED on board for the rapidly growing Rilakkuma brand. The property is showing signs of the same popularity in Europe as it has enjoyed in Asia and the US, and these new lifestyle products will be perfect for the Rilakkuma fans.”

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