Sanrio partners with Izzy Wheels to launch collection of Hello Kitty wheelchair wheel covers

The wheelchair fashion brand, Izzy Wheels, has partnered with Sanrio to launch a new, limited-edition Hello Kitty collection of wheelchair wheel covers for both adults and children.

The collaboration with the iconic character – a staple of not only Japanese popular culture, but global culture today – marks an all-important part in the Izzy Wheels brand mission to ‘make the fashion and design world more inclusive.’

The collection launches with six unique and stylish wheel covers available in a range of sizes for all manual wheelchairs. They are available to purchase now from izzywheels.com.

Hello Kitty x Izzy Wheels will debut in two capsule collections: The Sweetheart Collection and  The Retro Food Collection. The brand collaboration has been developed to highlight the concept that wheelchairs can be more than a medical device, they can be a piece of artistic self-expression.  

The Sweetheart collection showcases the classic Hello Kitty theme with her cute red bow. The  Retro Food Collection has reimagined everyday treats into a world of Hello Kitty rainbow themed  foods in a comic book style. All of the prints were created with care and love by Ailbhe, the brand’s creative director, using the Hello Kitty style archives. 

Izzy Wheels is Dublin-based brand founded by two Irish sisters Ailbhe and Izzy Keane. Initially a college project, the idea was inspired by Izzy who was born with Spina Bifida and is paralysed  from her waist down. Ailbhe saw that her sister’s chair was the first thing people noticed about  her, but it wasn’t a reflection of her bright and bubbly personality.

Ailbhe began designing a range of stylish wheel covers that expressed wheelchair users individuality and personality, transforming a medical device into a piece of fashion and self-expression. Their tagline is ‘If you  can’t stand up, stand out!’  

Izzy Wheels has been featured in some of the world’s top publications including Vogue, Good  Morning America, Forbes, Oprah Magazine, CBS News, and TechCrunch. Izzy and Ailbhe were the  first Irish people to be asked to take over Instagram’s official account, have had over 20 million views on their videos online, have been the recipients of numerous awards including Accenture Leaders of Tomorrow Award, were named one of Forbes 30 under 30, and were finalists in this  year’s EU Women Innovators Award 2020. 

Ailbhe Keane, said: “As a girl I was completely and utterly OBSESSED with Hello Kitty. I was that little  kid with a Hello Kitty schoolbag, lunchbox, pencil case, pencils, clothes, teddies etc. If anyone  was going abroad I would literally beg them to bring me back some Hello Kitty merch because it was so hard to get in Ireland.

“I used to spend my days at school drawing Hello Kitty all over my  notebooks instead of working. I always found her bold black lines, bright playful colours and  distinctive shapes so satisfying to draw. My love of Hello Kitty graphics and branding is what  inspired me to become a graphic designer. I never could have dreamed that I’d have the  opportunity to work with my favourite brand of all time. Fashion and playfulness have always  been at the heart of we do and we’re thrilled to work with such a fun brand that played such a  massive role in my childhood.” 

Izzy Keane, added: “It is so incredibly exciting that we are collaborating with a brand as famous as Hello Kitty. Growing up I got to see first-hand Ailbhe’s total obsession with the adorable character and anything associated with the brand.

“From a personal perspective, as a wheelchair user, it’s so wonderful that Izzy Wheels is collaborating with such a globally loved brand like Hello Kitty because when kids see a character which they are so familiar with associated with a  medical device like a wheelchair it automatically makes the chair less scary and more cool to them.

“For older fans of Hello Kitty who use wheelchairs this collaboration will be very special  for them too because they will be able to re-emphasise the playful and super stylish side of  wheelchairs.” 

Mattel and Sanrio fashion partnership for Barbie and Hello Kitty

Mattel has partnered with Sanrio to fashion a new partnership between the iconic dolls brand Barbie and the globally revered Hello Kitty, marking the first time the two have come together in the consumer products space.

The collaboration will see the development of a colourful and contemporary product line aimed at kids and adults that will span accessories, apparel, health and beauty, and footwear. The range will roll out across EMEA from early next year with a focus on softlines initially, but will expand with more products added at intervals throughout 2021.

A vibrant new Barbie x Hello Kitty creative has been designed for the partnership, uniting the logos and creative of both brands to create a distinctive and standout look. This will be brought to life across the product range in a new co-branded style guide developed in El Segundo by Mattel’s creative group in collaboration with Sanrio.

The announcement of the partnership comes on the back of projected growth next year within EMEA for Mattel’s consumer products, with Barbie, in particular, expected to grow double digits in consumer sales across its core consumer products range. This growth would have been helped along by the high-profile 60th Anniversary brand campaign for the market-leading doll brand and ongoing success of its role models campaign across EMEA.

Lisa Weger, Mattel’s regional head of consumer products for EMEA, said: “We’re excited to bring the world of Hello Kitty to life through this consumer products partnership with Barbie. The collection will enable fans of all ages to experience Hello Kitty and Barbie through a range of products that positively capture both these iconic brands’ essence.

“This partnership is another great example of our commitment to collaborate with globally-recognized franchises and developing exciting products.”

In recent months, Sanrio has successfully continued on its corporate mission, based on the philosophy of fostering social communication and focusing on friendship as a key asset for every human being to succeed. Dedicated marketing and digital campaigns are being developed globally and will see the interaction of Hello Kitty with the other Sanrio characters, in a newly launched program named Hello Kitty and Friends.

Silvia Figini, chief operating officer, Sanrio – EMEA, India and Oceania, Mr Men – Worldwide, commented: “We are extremely happy to collaborate with a global icon like Barbie. Brand partnerships are part of our DNA and they are consistent with Hello Kitty’s motto: ‘You can never have too many friends’.

“We share some key values such as friendship, kindness and inclusivity, and we have a common fanbase of girls and young women who grew up loving both characters and are willing to pass this love to their own daughters. The range of products will be an amazing combination of both brands and we are sure consumers will be excited.”

Mattel and Sanrio fashion partnership for Barbie and Hello Kitty

Mattel has partnered with Sanrio to fashion a new partnership between the iconic dolls brand Barbie and the globally revered Hello Kitty, marking the first time the two have come together in the consumer products space.

The collaboration will see the development of a colourful and contemporary product line aimed at kids and adults that will span accessories, apparel, health and beauty, and footwear. The range will roll out across EMEA from early next year with a focus on softlines initially, but will expand with more products added at intervals throughout 2021.

A vibrant new Barbie x Hello Kitty creative has been designed for the partnership, uniting the logos and creative of both brands to create a distinctive and standout look. This will be brought to life across the product range in a new co-branded style guide developed in El Segundo by Mattel’s creative group in collaboration with Sanrio.

The announcement of the partnership comes on the back of projected growth next year within EMEA for Mattel’s consumer products, with Barbie, in particular, expected to grow double digits in consumer sales across its core consumer products range. This growth would have been helped along by the high-profile 60th Anniversary brand campaign for the market-leading doll brand and ongoing success of its role models campaign across EMEA.

Lisa Weger, Mattel’s regional head of consumer products for EMEA, said: “We’re excited to bring the world of Hello Kitty to life through this consumer products partnership with Barbie. The collection will enable fans of all ages to experience Hello Kitty and Barbie through a range of products that positively capture both these iconic brands’ essence.

“This partnership is another great example of our commitment to collaborate with globally-recognized franchises and developing exciting products.”

In recent months, Sanrio has successfully continued on its corporate mission, based on the philosophy of fostering social communication and focusing on friendship as a key asset for every human being to succeed. Dedicated marketing and digital campaigns are being developed globally and will see the interaction of Hello Kitty with the other Sanrio characters, in a newly launched program named Hello Kitty and Friends.

Silvia Figini, chief operating officer, Sanrio – EMEA, India and Oceania, Mr Men – Worldwide, commented: “We are extremely happy to collaborate with a global icon like Barbie. Brand partnerships are part of our DNA and they are consistent with Hello Kitty’s motto: ‘You can never have too many friends’.

“We share some key values such as friendship, kindness and inclusivity, and we have a common fanbase of girls and young women who grew up loving both characters and are willing to pass this love to their own daughters. The range of products will be an amazing combination of both brands and we are sure consumers will be excited.”

Hello Kitty finds her voice as Sanrio launches first short form animated series to YouTube

Sanrio has launched a new short form YouTube animated series called Hello Kitty and Friends Supercute Adventures, a move that brings its globally popular Hello Kitty brand to animated content in a partnership with Split Studio.

Each episode in the YouTube series will catapult audiences into the world of Hello Kitty and her friends My Melody, Keroppi, Badtz-Maru, Pompompurin, and Kuromi as they embark on adventures in the world of Sanrio. Hello Kitty and Friends will share and showcase their unique personalities, going outside of their comfort zones to experience and learn new things.

Hello Kitty will lead her friends in helping each other overcome everyday obstacles and learn that through the power of great friendship, humor and fun, they can accomplish anything.

“Sanrio has always taken immense pride in its commitment to friendship, kindness and inclusivity, making the debut of the Hello Kitty and Friends Supercute Adventures animation series remarkably special during our 60th anniversary year,” said Jill Koch, senior vice president of sales and business development at Sanrio.

“Now, our fans and viewers will be able to engage and relate with our characters more closely than ever. We can’t wait to share their sweet stories and see them come to life as never seen before.”

Shaene Siders, story editor and head writer of Hello Kitty and Friends Supercute Adventures, added: “As a longtime fan of the brand, it’s an honor to give Hello Kitty a voice. Each episode will take viewers through fun and magical adventures that are relevant to today’s audience while highlighting Sanrio’s lovable characters and their unique personalities. It’s a series my daughter and I will enjoy watching together.”

Hello Kitty and Friends Supercute Adventures is the first YouTube animated series developed for the US audience that chronicles the adventures of Hello Kitty and her friends living and interacting in a shared universe. The first episode of the series is set to go live on the Hello Kitty and Friends YouTube channel on Monday, October 26 at 1PM PST.

Banijay, Sanrio, and Diageo make up final keynotes for Festival of Licensing Live Stage

Festival of Licensing has revealed the final three keynotes to take its Live Stage – this year sponsored by Crunchyroll – as it welcomes Banijay, Sanrio, and Diageo to the fold. The three firms will take up the European, Asian, and Americas keynotes respectively.

Banijay recently became the world’s largest international content producer and distributor, following its recent acquisition of Endemol Shine Group, Sanrio is a global lifestyle brand best known for it pop icons like Hello Kitty, and Diageo is a powerhouse behind beverage, spirit, and beer brands such as Johnnie Walker, Baileys, Guinness, Captain Morgan, and more.

The three latest additions joins a roster that already boasts the likes of Smiley, Alibaba, and Authentic Brands Group among others.

A month-long virtual celebration of the global licensing industry running from October 6 to 29th, Festival of Licensing incorporates three regional events linked to the world’s biggest markets – Europe, Asia and the Americas – and culminates with the global C-suite and executive-level virtual conference, Licensing Leadership Summit. 

The live presentations will take place as follows: 

  • Europe Keynote – Powered by Brand Licensing Europe on Thursday, 8 October, 9am BST:

The Role of Licensing in Building Global Brands
Speakers: Jane Smith, Group Director Brand Licensing and Gaming, Banijay/Endemol Shine

  • Asia Keynote – Powered by Licensing Expo China and Licensing Expo Japan on Thursday, 15thOctober, 2pm CST 

Small Gift, Big Smile: Evolving a Global Heritage Brand While Maintaining Core Values
Speaker: Linh Forse, Senior Director, Sales and Business Development, Sanrio Inc.

  • Americas Keynote – Powered by Licensing Expo on Thursday, 22ndOctober, 9am PST 

How Diageo Leverages Licensing to Fuel Growth in an Ever-changing Marketplace 

Speakers: Declan Hassett, Senior Licensing Manager, Diageo, and Shane Grogan, Senior Licensing Manager, Diageo

Banijay, Sanrio and Diageo are huge brands and home to some of the world’s most creative and successful licensing programmes, which have – unsurprisingly – captured the hearts and loyalty of their fans and consumers. We are delighted to have them join us on the Festival of Licensing Live Stage next month,” said Anna Knight, vice president of licensing, Informa Markets.  

“Crunchyroll has been the world’s best home for anime for over 10 years and is also an established licensor and distributor worldwide, so it made perfect sense for us to partner with Festival of Licensing as the Live Stage sponsor and we’re really looking forward to enjoying the programme, along with thousands of other visitors across Europe, Asia and the Americas,” added Waell Oueslati, director of acquisitions and licensing at Crunchyroll SAS (EMEA).

Meanwhile, ViacomCBS Consumer Products, which is sponsoring the Festival of Licensing Community & Wellbeing Programme, has also added fresh details to its well-being workshop content, which is available to view, download and start grooving to from Tuesday, 6 October at 7am BST.

Community & Wellbeing Programme:

  • GET UP AND MOVE WITH NICK JR

Take a break from the day and invite your kids to join as your favourite Nick Jr. friends guide you through family friendly dance moves, yoga poses and stretching exercises.

  • BIKINI BOTTOM YOGA

Take a trip to Bikini Bottom for a SpongeBob-themed yoga class. Hosted by yoga enthusiast Adanna Paul, viewers will experience a calming yoga practice, set to tropical music and ocean sounds, providing a healthy break to stretch and relax.

  • RETRO MTV WORKOUT

Get up and move in between business sessions with fitness influencer Sydney Cummings, who will lead viewers through an MTV-themed workout. Don’t worry about skill level, there are options and modifications for everyone! 

Festival of Licensing is organised and produced by the Global Licensing Group at Informa Markets.

Visitors can register for free at www.festivaloflicensing.com

Sanrio partners with London kids clothing brand Cribstar for Mr Men Little Miss launch

Sanrio has partnered with the independent London-based children’s clothing brand, Cribstar to launch an exclusive, new capsule collection inspired by the globally popular Mr Men Little Miss brand.

Combining the iconic cast of characters from Mr Men Little Miss with Cribstar’s motto of ‘making little ones stand out from the crowd,’ the new unisex collection features a series of bold retro prints and patterns.

 Two sets of designs have already launched with the brand, including a Mr Happy ‘happy days’ set and a multi-character ‘don’t kill my vibe’ design, both of which landed on September 18th. Each designs boasts a collection of matching jumpers, leggings, and stand out t-shirts.

 Silvia Figini, chief operating officer, Sanrio, said: “We’re so excited to partner with Cribstar on this collection. We love their design aesthetic and the fun, playful unisex designs fit perfectly with Mr. Men Little Miss.”

Jadwiga Batatawala from Cribstar, added: “It was a dream come true to design a collection with the iconic Mr Men Little Miss characters. Together I think we have created a collection which really captures the fun spirit of Mr Men Little Miss but with a Cribstar twist.”

 The full collection is available now from Cribstar’s website – https://www.cribstar.co.uk/

Sanrio’s Aggretsuko is returning to Netflix for a third season this week

Sanrio’s heavy metal karaoke-loving character, Aggretsuko is making its return to Netflix for a third season this week, with its latest run of 10 x 15-minute episodes ready for streaming from today.

Having made her debut as a Netflix original short animation series in 2018, and her initial launch to the UK in 2017, Aggretsuko has become a global hit with audiences and animation fans the world over. The series follows the adventures of Aggretsuko, a 25-year-old red panda who finds herself frustrated with her nine to five office job.

Aggretsuko copes with her daily struggles by belting out heavy metal karaoke after work. Previous seasons have seen Aggretsuko face a many number of problems. But they’re not over, as the latest installment introduces her to an indie girl group OTM Girls and the group’s manager Hyodo to contend with.

Sanrio announced Aggretsuko as the newest of its more than 400 character roster in 2017.  The series depicts Aggretsuko’s life as an office associate in the accounting department of a trading company in Tokyo, who faces her daily stresses and conflicts in a comical way.

The series has attracted not only anime fans, but also millennials who resonate with her struggles. In addition to receiving praise, the series has inspired Aggretsuko fan art and cosplay from around the world.

Loot Crate to launch 60th anniversary Sanrio crate as the subscription box specialist details raft of partnerships

The pop culture subscription box service, Loot Crate, is celebrating the 60th anniversary of the world-famous Sanrio with the launch of a special October Anniversary themed Sanrio Crate. The limited edition crate will feature new and exclusive Hello Kitty and Friends collectables and gear.

To celebrate a successful six decades of the company and its portfolio of globally revered characters, including the likes of Hello Kitty, Mr Men, and more, the October Anniversary crate includes a Loot Crate exclusive Hello Kitty Cake Figure, a Loot Crate exclusive Jewellery Pouch and a host of other items each showcasing 60 years of Hello Kitty and Friends.

Sanrio Crates start at $39.99 plus shipping and handling.

The partnership with Sanrio is the latest in a surge of new and classic properties to extend their relationship with the subscription box specialist. This November will see the firm launch its Elder Scrolls crate, featuring officially licensed collectables, gear, apparel, and more all based on the hit gaming franchise Elder Scrolls.

Meanwhile, earlier this month, Loot Crate detailed its latest partnership with Disney to launch a limited edition Pixar crate, featuring wares from the likes of Toy Story, The Incredibles, Up and more. The run of three limited edition crates will enable fans to unbox the new Disney and Pixar goods while celebrating the magic of Pixar’s films and characters.

Sanrio celebrates 45 years of My Melody with new digital and ecommerce campaign

Sanrio has launched a new digital and ecommerce campaign to celebrate the 45th anniversary of one of its oldest and best-loved characters, My Melody, this summer. The celebration follows hot on the heels of Hello Kitty’s 45th anniversary last year.

My Melody was created in 1975 as the depiction of an honest and good-natured girl, always recognised by the treasured hood her Grandma made her. Like Hello Kitty, My Melody has become an icon of friendship and kawaii style, whose long ears are said to be antennas of friendship that can tell if someone is happy or sad.

On July 27th this year, Sanrio will kickstart two weeks of online celebrations with an array of My Melody content, alongside  a new My Melody Instagram filter on the @hellokittyeu Instagram. Fans will need to follow the handle to see and use the filter.

An Instagram prize draw will also be held from July 27th to August 3rd. Prizes are a selection from the exclusive My Melody 45th Anniversary collection available on ShopSanrio.com and a My Melody accessories bundle, courtesy of Artbox UK.

My Melody isn’t afraid of colour and neither are the macro-influencers involved in the campaign. Sophie Hannah (pictured) and Ling.KT will be giving their followers My Melody styling and make-up tips.

Kids can also get involved in the fun. Downloadable paper dolls to mix and match outfits for My Melody will be available for free at Sanrio Europe.

 

Hello Kitty signs new publishing programme with Egmont for magazines and books

Hello Kitty has landed a new publishing programme thanks to a new partnership with the publishing specialist, Egmont. Under the new deal with brand Sanrio, Egmont will roll out a Hello Kitty programme that will include magazines and books.

The publishing plan will see Sanrio expand its activities into the Nordics, Germany, Central and Eastern Europe, and Turkey, with publications scheduled to launch in the first quarter of 2021.

Silvia Figini, COO of Sanrio GmbH (EMEA, India, Oceania) and Mr Men (worldwide), said: “The strong expertise of Egmont in bringing content to life combines with Hello Kitty’s unique ability to engage and entertain children. It is a perfect combination for success.”

Bastian Mai, global brand managment director, Egmont Publishing, added: “We are extremely happy to partner with Sanrio again and to bring the stories of Hello Kitty to life in books and magazines. Egmont has got a strong foothold across EMEA and Hello Kitty is an evergreen brand that children and their parents love in all our markets.”