As Sanrio continues to develop its brands in Russia and the CIS, the company has appointed Megalicense International as its licensing agent in the region.

Megalicense will now work to grow Sanrio brands in Russia and Ukraine.

Hello Kitty already has a robust licensing program in the territory with more than 30 licensees including TVOE, H&M, Inditex (Zara and Oysho), Reklama City, Benetton and M&S (fashion); Gradient (body care); MegaBlock, Unimax and Bluebox (toys); and Ferrero and Confitrade (food).

“I am really satisfied with this partnership,” says Paolo Casarini, licensing director, Sanrio. “I’m sure that Megalicense is the right partner to launch in a proper and successful way the Hello kitty brand together with the other Sanrio characters. We have many exciting projects coming in the next years and we look forward to creating a unique success story in this important territory."