The Sanrio Beanie Bandz will be the first licensed Beanie Bandz to be launched in the U.K. market. Inspired by the youth craze that is taking the U.S. market by storm, the colorful, elasticized, silicone wristbands are worn like a regular bracelet. They can be stretched to go on to the wrist, but revert back to their original shape.
"We first noticed this trend on a trip to the U.S.," says Stephen Gomez, business development director at Ty U.K. "The beauty of the product is its simplicity. They're highly collectible and because of their attractive pocket money price point, consumers can buy one, then more and trade them with their friends so it's not something they will get bored of quickly. A craze in the most traditional sense of the word, the industry has been waiting for a phenomenon like this for many years."
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