Mr Men & Little Miss welcome brace of fashion partners

Fashion Lab and Smith and Brooks added to UK licensing programme for Sanrio brand.
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Sanrio is continuing the apparel programme for the Mr Men & Little Miss brand, with Fluid World brokering deals with Fashion Lab and Smith & Brooks.

Fashion Lab will produce a range of girlswear, nightwear and underwear, plus adult apparel, launching in spring/summer 2013.

Meanwhile, Smith & Brooks is the apparel partner for boyswear and is developing a collection including jeans, shirts, t-shirts and outerwear for arrival in spring/summer 2013.

Jonathan Seiff, chairman of Fashion Lab, said: "Mr Men & Little Miss are a classic brand that has much heritage and goodwill to be tapped into. We are very excited to be working on this catalogue of properties and to see the exciting plans that Sanrio has come to fruition."

Mark Segalov, MD of Smith & Brooks, added: "Mr Men has all the qualities Smith & Brooks look for in a brand - longevity, cool, fashionable, iconic and not forgetting broad age appeal, which not only meets parental acceptance, but more importantly has child pester power.

"The brand sits comfortably within prestigious department stores, as well as it does in mass market retailers and we are delighted that we will be continuing to develop apparel ranges on this great property, which has already proved to be so successful for us at retail."

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