As previously disclosed, there are many news coming in 2021 for Sanrio, involving both new launches and collaborations, and the portfolio diversification. The new “Hello Kitty and Friends” licensing program reaches an important milestone and, at the same time, the 50th anniversary celebrations continue for Mr. Men Little Miss, one of the most beloved British properties that is increasingly appreciated in many countries
HELLO KITTY AND FRIENDS NOW ALSO ON YOUTUBE!
At the end of March Sanrio launched the first five YouTube channels in Europe. Videos are available in Italian, English, French, German and Spanish and they mainly target the 4-8 year old age group. This is an important step to support the development of the business in the kids sector, which represents one of the main strategic objectives of the company. The new channels offer children a complete and immersive experience in the world of Hello Kitty and her friends: My Melody, Bad Badtz Maru, Pompompurin, Cinnamoroll, Kerokerokeroppi and Little Twin Stars. This important investment aims at consolidating the brand presence in a key kids’ entertainment platform. The project includes the creation of original short animations, tutorials, toyetic videos, specials and collaborations with local content creators, for a total of 10 new videos per month for each channel. It is a great opportunity to bring children closer to the brand with appropriate and appealing contents.
LET’ S WELCOME LITTLE MISS BRAVE AND MR. CALM!
To celebrate the 50th anniversary of the brand, for the first time ever fans have been asked to vote on the mrmen.com website for their favorite characters out of 5 new proposals. And now the wait is over: the general public chose Mr. Calm and Little Miss Brave who will join the much-loved cast of more than 90 characters and will be turned into classic Mr. Men Little Miss books starting from September.
We all have a multitude of different personality traits, but Mr. Calm and Little Miss Brave are clearly clearly the two that the public have discovered in themselves and feel most strongly connected to.
LITTLE MISS BRAVE
Little Miss Brave stands up for what she believes in. She is not afraid to speak out and is fearless when championing things close to her heart, including her friends. Her bravery is an inner strength and confidence which enables her to try new things, challenge expectations, and inspire others to be the best they can be.
MR. CALM
Mr. Calm has a very peaceful and easy-going outlook on life. He appreciates the simple pleasures, including spending time in nature and practising yoga, but he also loves rock climbing and parkour when he’s in the great outdoors. He encourages his friends to think before they act and live in the moment. His relaxed and tolerant perspective means that he is a calming influence and a wise head.
The announcement of the winners took place during a special documentary, 50 Years of Mr Men, broadcasted on May 16 by the British TV network Channel 4 and was presented by the writer and artist Matt Lucas, who is a huge fan of the brand. The film showcased the remarkable evolution of these colourful little characters, from their creation by the pencil of advertiser Roger Hargreaves in 1971 to their rapid rise in the publishing world, as well as their role in pioneering a new world of inclusivity and openness. It explored iconic moments via the extraordinary Hargreaves’ family story, artists, child psychologists, collectors and super-fans from the worlds of fashion, music and the arts.
