The partnership includes four new Little Miss Spice Girls books and a range of new merchandise. Sanrio’s deal with the group comes ahead of the Spice Girls’ upcoming reunion tour, which sold out in 38 seconds when it was announced last year. The tour kicks off May 24 in Dublin, Ireland.
“We love our Mr. Men Little Miss character books,” say the Spice Girls via statement. “They bring to life our individual personalities that our fans know and love. We wanted to celebrate our tour by collaborating with another iconic British brand, and who better than Mr. Men Little Miss."
The Spice Girls previously signed a deal with Jakks for a line of toys.
“We are over the moon to be partnering with the Spice Girls on this extra special collaboration,” says Alastair McHarrie, licensing director, Sanrio. “We will be working with the Spice Girls and our partners to develop a range of merchandise for launch later in the year. We’re predicting huge sales as the Spice Girls have an enormous following, not only in the U.K. but worldwide. With a lack of merchandise in the past, there is a huge opportunity to engage Spice Girls fans.”