Sanrio, Chupa Chups Team for Co-Branding Deal

Sanrio and Chupa Chups have partnered for a co-branding opportunity with plans to open a licensing program in Europe in categories including apparel, accessories, cosmetics, social stationery and accessories.

The partnership will see Sanrio's collection of characters get a confectionary makeover from Chupa Chups. As part of the deal, the new partners will launch style guides for potential licensees in Europe.

"We were looking for a collaboration which was 100 percent consistent with Sanrio's brand proposition and values," says Giovanna Sanzò, licensing director, EMEA, Sanrio. “Hello Kitty and Chupa Chups is already a consolidated partnership on food merchandise; we wanted to magnify the business opportunity adding also the other Sanrio characters to spread the positive message of fun and friendship.”

Chupa Chups and Sanrio's partnership extends a multi-year relationship highlighted by a previous deal in Japan. Sanrio's deal also comes ahead of the brand's 60th anniversary in 2020.

"We are absolutely thrilled to expand our longstanding relationship of trust and success between Chupa Chups and Sanrio now to Europe," says Christine Cool, global licensing manager, Perfetti van Melle Group. "The amazing style guide that has been created for this project will not only offer a cutting-edge fashion proposal, but also a perfect occasion to create extra fun products to be shared with friends."