Sanrio and WildBrain CPLG have announced that the licensing agency will represent the portfolio of popular Sanrio character brands including Hello Kitty, My Melody, Aggretsuko, Gudetama and Little Twin Stars across Iberia (Spain and Portugal) and Germany. 

 “After working with Sanrio to celebrate Hello Kitty’s 35^th anniversary in 2009, we’re excited to be teaming up with them once again,” says Maarten Weck, executive vice president and managing director, WildBrain CPLG. “Sanrio’s diverse and charming portfolio of characters is known and loved across Europe, and we’re looking forward to forging new licensing partnerships to bring them to life for fans across Iberia and Germany during Sanrio’s landmark 60^th anniversary year and beyond.” 

WildBrain CPLG will expand on Sanrio’s existing consumer products programs and take its brands into new categories in Iberia, with a focus on fashion accessories, homewares and collaborations with local brands. For Germany, WildBrain CPLG will handle all categories including apparel to bolster the ranges currently available at leading retailers including C&A, Zalando, Otto, Ernsting’s family, Lidl and myToys.

Last year saw Sanrio mark 45 years of Hello Kitty with a host of worldwide initiatives including global fashion collaborations with brands including Levi’s, Puma, Furla and Converse; tie-ups with high-end fashion designers to create limited-edition products, such as Balenciaga and GCDS; campaigns with social media influencers; and exhibitions and experiences to immerse fans in Hello Kitty’s world.

The Hello Kitty brand has also seen extensive growth with fast-fashion retailers around the world, including Zara, H&M, Primark and Desigual, among others. Additionally, Sanrio recently announced a global master toy partnership with Mattel to develop toys and games inspired by a range of characters from its portfolio, which will roll out in fall 2020.

Also this year, Sanrio is celebrating its 60^th anniversary with new initiatives, turning the spotlight onto more of its characters. Fans will be invited to join digital campaigns with more social media fun, exciting influencer tie-ups and competitions. In addition, new collaborations with fashion and other partners are launching with limited-edition collections.

 “We are happy to collaborate with a global agency such as WildBrain CPLG in two of our main markets,” says Silvia Figini, chief operating officer, Sanrio, EMEA, India and Oceania and Mr Men, Worldwide. “Their international expertise and our strong heritage will create a successful partnership, and we are confident that together we will boost our amazing portfolio of characters in all the product categories.”