Sanrio has appointed CPLG Iberia as licensing agent in Spain and Portugal for its classic brand Mr Men and Little Miss.

CPLG Iberia plans to build a regional licensing program that targets both adults who grew up with the brand and children who are discovering it for the first time.

The Sanrio Power House design team has developed a new style guide for the brand that features artwork specifically developed for each target demographic.

“It is a really exciting time for Mr Men. New brand strategy and style guides are in place and the next step is to bring this to market,” says Lisa Macdonald, vice president, Mr. Men. “Success will come from the winning combination of great creative and strong partners, and we are confident that working with CPLG Iberia will help us get there.” 

In the 40 years since Roger Hargreaves wrote the first Mr Men books, the brand has evolved into a multimedia franchise with a presence across licensing, TV and publishing.