The firm has partnered with Mallow Tree to launch a range of Hello Kitty treats and chose Spring Fair to launch it to the trade.
Hello Kitty made a guest appearance at this week’s Spring Fair to join Sanrio and confectioners, Mallow Tree with the launch of a new range of branded sweets.
The pair chose to launch the new collection of treats at Birmingham’s NEC show with the aid of the famous character, who was on hand for photo opportunities with fans and retailers.
The new Mallow Tree treat range features Hello Kitty’s twin sister and best friend, Mimmy, and focuses oh sharing as kindness and friendship are themes that are set to play a big part in the promotion of the confectionary.
The Hello Kitty range from Mallow Tree will soon be available in retailers across Europe.
“We are extremely excited for the launch of the Mallow Tree x Hello Kitty range,” said charlotte Williams, marketing manager at Sanrio.
“As a brand, we focus so much on spreading kindness and friendship and we have worked very closely with Mallow Tree to create a range of products that Hello Kitty fans can share with their best friends.
“It was great that we were able to bring Hello Kitty along to Spring fair to celebrate the launch of such a fun collection.”