Probably most famous for the Hello Kitty brand, Sanrio will introduce the rest of its brands at BLE.
Aside from its star character, the firm has designed a range of properties including My Melody, Keroppi, Badtz Maru or Kuromi.
One of the main reasons for Sanrio (stand 150) making its Brand Licensing debut is that the firm has recently appointed Fluid World as its agency for the UK.
Stefano Mastropietro, director of international licensing expands: “Secondly the fact that Sanrio License structure is now a concrete reality and therefore we felt it’s the time to present evidently with a booth.”
Sanrio was founded in 1960 based on the concept that a small gift can bring a big smile. Shintaro Tsuji, the founder, created a line of character merchandise designed around gift-giving occasions.
The Hello Kitty character has been licenced into many different categories worldwide and has become something of an iconic brand attracting audiences of both children and adults.
Since Fluid has been on board, deals have been secured with over 30 licensees in the UK in a range of categories including cosmetics, fragrance, food, stationery, calendars, greeting cards, posters, clothing, accessories, bedding, lighting, plush, wheeled toys, luggage and gifts.
Sanrio will continue to extend its reach within
the licensing industry with a presence at the Licensing Show in Las Vegas 2010.