Sanrio brings Mindshapes into Mr Men mix

Partnership to develop original stories, learn and play activities based around brand.
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Sanrio is teaming with learn and play applications company, Mindshapes, to produce new content for the Mr Men and Little Miss franchise.

Mindshapes will create original stories and learn and play activities based on the characters and world of the Mr Men franchise.

The digital content developed in the partnership will feature in both individual apps, and within Mindshapes' flagship storytelling world, Magic Town.

The first wave of products will launch in the spring.

A key feature will be the development of original stories featuring the Mr Men characters. The narratives will have an educational focus and will be written by Mindshapes in collaboration with Sanrio and the series' author, Adam Hargreaves.

"Expanding the Mr Men and Little Miss digital offer is essential to Sanrio's strategy," explained Lisa Macdonald, VP of Mr Men Ltd. "One crucial element is bringing the Mr Men to life in soft educational content that engages children and is trusted by parents. Mindshapes are one of the leading players in this field and we are thrilled to announce this partnership."

Chris Michaels, co CEO at Mindshapes, added: "The Mr Men brand has inspired children around the world for over 40 years. Its rich diversity of beloved characters is an incredible resource to use in storytelling and learn and play activities."

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