Mr Men bedding range gets the green light - Licensing.biz

Mr Men bedding range gets the green light

Fashion Lab signs agreement with Fluid World, the UK licensing agency for Sanrio.
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Mr Men and Little Miss brand owner Sanrio has announced Fashion Lab as its UK partner for branded bedding products.

Textiles expert Fashion Lab struck the deal with Fluid World, the UK licensing agency representing the iconic Mr Men and Little Miss kids’ brands.

The bedding collection includes Mr Men and Little Miss designs, glow-in-the-dark products, iconic imagery and comic book strips that boys and girls can read before they go to bed. It will launch in spring/summer 2013.

A statement read: “The range will target existing fans that have grown up with the brand in addition to attracting a whole new generation of consumers.”

Sanrio was founded in Tokyo in 1960 and has created and licensed over 400 characters to date, and is the home of Hello Kitty.

Fluid World is based in Shoreditch, London. It represents Sanrio, Perfetti Van Melle – the company behind Chupa Chups – and more.

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