San-X’s bear Rilakkuma will inspire a new line of branded apparel and accessories developed by Difuzed.
As part of the deal brokered by Sagoo, which represents Rilakkuma. the line will include tech accessories such as phone cases and tablet and laptop covers and will be available throughout Europe.
“We are very happy to be part of the lovely Rilakkuma family, and we are confident that the cooperation between Difuzed and the Sagoo team will be stress-free just like Rilakkuma, and it will create great results,” says Jeremy Orriss, licensing director, Difuzed. “We cannot wait to develop Rilakkuma apparel and accessories collections and have them in retailers all around Europe.”
Rilakkuma, now on Netflix, has inspired more than 200 products in Japan, selling 5.8 million story books. In licensing, the brand has been leveraged in previous partnerships with companies such as Blanc Cerise and Graine Creative.
“We’re excited to welcome DIFUZED on board for the rapidly growing Rilakkuma brand,” says Veronique Pichon, president, Sagoo. “The property is showing signs of the same popularity in Europe as it has enjoyed in Asia and the US, and these new lifestyle products will be perfect for the Rilakkuma fans.”