Following strong growth in the UK and across Western Europe, Sanrio is heading to Budapest to explore new opportunities within the Central and Eastern European area.
The company works with Plus Licens in the territory, and is planning to introduce Hello Kitty and its other properties to a wide demographic of consumers, while also tying up collaborations and co-brandings with interesting and original partners.
Sanrio will use the show to introduce new animal characters, Jewelpets, which are already performing well in Asia. The characters were created in 2008 by Sanrio and video games firm Sega. The range consists of 34 pets, each named after a stone, mineral or jewel.
This year marks the 50th anniversary of Sanrio, and the company will use the occasion to re-introduce some of its classic characters, which include My Melody (which was originally released in 1975), Kuromi (My Melody's 'alter ego') and Little Twin Stars.
On top of this, Hello Kitty has just celebrated its 35th birthday.