BLE: Sanrio Takes Mr. Men Global, Gudetama to Europe

GLOBAL–Sanrio has unveiled a series of worldwide expansions for its popular character brands Mr. Men Little Miss and Gudetama. 

April 6, 2018

BLE: Sanrio Takes Mr. Men Global, Gudetama to Europe

Mr. Men and Little Miss as well as Gudetama are growing their worldwide reach through publishing, fashion, stationery and more.


For Mr. Men Little Miss, Sanrio is continuing to expand the brand internationally via publishing, with localization across different markets next year. Examples include a Mr. Men and Little Miss adventure in China, a road trip across the U.S. and stories based in Greek mythology.

The characters are also set to take on the fashion world with an international collaboration with Keds. A collaboration with a global beauty brand, which will be announced at a later date, is also set to take place.

Furthermore, Sanrio is developing a new style guide, entitled “Classic Characters Parody.” The company will also introduce a new permanent character to the brand in 2018, named Little Miss Inventor.

Meanwhile, Sanrio has introduced its lazy egg character Gudetama to the European market. The character hatched in Europe with a lazy launch party in London as well as introduced a wave

of products including stationery at Paperchase and Primark.

For 2018, Sanrio expects to release even more Gudetama products spanning categories such as nightwear, gifting, socks, accessories and more.

Finally, the lazy egg will take part in a special marketing campaign with several digital influencers in February.

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