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Sanrio and V&A Museum partner for new Hello Kitty product ranges

Sanrio and the V&A Museum have partnered to launch a new line of merchandise across a range of categories.

Featuring Hello Kitty’s signature bow and details from the V&A’s collections, the collaboration will showcase two design stories: the V&A’s South Kensington location in London and the Museum’s collection of Japanese art and design.

Lauren Sizeland, head of business development and licensing at the V&A, said: “The two brands share a passion for story-telling and the clever integration of original Japanese design with Kitty’s inimitable look will ensure the range will delight children and adults alike.”

Jade Kellman, licensing manager at Sanrio, added: “We are delighted to partner with the V&A on this collaboration – which is exciting and adorable in equal parts.

“Exploring art and design treasures from the V&A’s phenomenal collection, and reimagining them with a Hello Kitty twist, is the perfect way to celebrate her English and Japanese roots.”

The V&A is widely recognised as the world’s leading museum of art and design with collections spanning over 5000 years of human creativity from many parts of the world.

Meanwhile, Hello Kitty was born in London in 1974 and has, over the years, become a global icon among adults and children.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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