New Hello Kitty characters boost Sanrio celebrations

50th anniversary celebrations commence with announcement that six Sanrio Friends will join Hello Kitty for licensing
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Sanrio, the global lifestyle brand and creator of character icon Hello Kitty is celebrating it 50th year in business.

In the UK, Fluid World will begin the festivities with a number of events and collaborations, plus the launch of six more Sanrio characters

Licensing programmes for My Melody, Keroppi, CharmmyKitty (pictured), Chococat, Badtz Maru and Kuromi, which are already popular in Japan, have never officially launched in the UK, although recent product trials in Claire’s Accessories across Europe showed a positive reception.

Libby Grant, brand director, Fluid World said: “Hello Kitty is a licensing phenomena which, despite being in her 35th year, continues to gain momentum. Consumer appetite for Hello Kitty across all ages and demographics is insatiable.

"The time is now right to take what we have learnt from Hello Kitty, respond to consumer and industry demand and extend the Sanrio family by launching these six additional and highly collectable quirky characters which we believe have something to offer everyone.”

The six new characters will debut to the trade at The Licensing Awards on September 9th 2010 where Sanrio will have a dedicated and fully immersive branded installation.

The retail consumer products launch will follow from October 2010 with a select range of gift items, a full product range will follow in Autumn/Winter 2011.

Fluid World’s strategy will be to position the characters under a Sanrio umbrella brand so that consumers make the connection between them, Hello Kitty and Sanrio as a corporate entity fully maximising brand awareness and equity.

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