San-X Brings Asian Character to U.S., Europe

San-X is taking the Asian character Rilakkuma global with new international licensing agents and licensees.

The character made its U.S. debut in February 2013 with a range of plush and subsequent promotions at the FAO Schwarz flagship toy store in New York City last fall and Tomodachi in the Mall of America earlier this year.

Now, San-X has appointed a number of licensing agents to bring the brand to Europe including Sagoo (France, Belgium, Luxembourg, Netherlands, Germany, Austria, Switzerland, Italy, Republic of Vatican, Spain, Portugal, the U.K, Ireland, Greece, Turkey and Israel) and Plus Licens (Nordics and Central & Eastern Europe).

Sagoo will present the brand for licensing at the Kazachok Licensing Show later this month, while San-X will look for U.S. opportunities at Licensing Expo this June in Las Vegas, Nev.