The demand is being driven by the effect of a global deal with the fashion retailer, H&M. Hello Kitty fashion has been available in H&M since 2006 but the property has gone from little-known to ‘must have’ in the last two years, as the partnership with H&M has reached critical mass and given the brand huge visibility and fashion credibility across Eastern Europe.
Petra Sedlinger, Hello Kitty brand manager at Plus Licens, explains, “The transformation of the brand has come via the apparel at H&M, which has acted as a tremendous marketing window for the brand. We have signed 20 new licensees in a mix of categories from apparel, textiles, toys, accessories, stationery and bedding. Existing products are aimed mainly at young girls up to 10 but the aim is to develop the licensing programme into the tween and teenage markets. Retail negotiations are under way for local
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