Hello Kitty teases food & beverage, greetings and cosmetics deals ahead of 45th anniversary

Hello Kitty has teased a swathe of new UK licensing partnerships ahead of the brand’s 45 anniversary next year.

Sanrio has paired the lifestyle and fashion icon up with Kinnerton for a new range of confectionery, while Danilo will be developing a range of greetings cards and calendars for both adults and children.

Meanwhile, Sanrio has confirmed a new partner in Mad Beauty who will be launching a range of teen and adult beauty and cosmetic accessories in spring/summer 2019.

Awareness around the Hello Kitty will be bolstered through the introduction of new style guides as well as the launch of the Hello Kitty Club, a fan club that hosted its first London event last week.

The raft of activity has been designed to tap into Hello Kitty’s cross-generational appeal.

“Due to strong partnerships, sought after collaborations and an innovative marketing campaign, the last 18 month has seen Hello Kitty firmly back as a favourite across the generations,” said Sabrina Segalov, senior licensing manager at Sanrio.

Further to this Sanrio has hinted at an upcoming tranche of partnships in the food and beverage space.

‘Hello Kitty has always been on top of the trends, including the food industry where themed menus have seduced a large public of foodies. Watch out for some very cool food and drink collaborations coming this autumn,” added Segalov.

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