Plus Licens has brokered a deal between Sanrio and Swedish fashion designer Bea Szenfeld to create four new Hello Kitty patterns that will be featured on home interior products in the Nordic region.
Inspired by Scandinavian handicraft traditions, Szenfeld integrated Hello Kitty into the four hand-drawn patterns. Those patterns will now be featured in a line of birch wood trays from Åry Trays and a home textile collection from Klippan. Both lines will be available in January 2013.
"We are very proud to announce this cooperation between ourselves, Bea Szenfeld, Åry Trays and Klippan, the first co-branding project ever of this kind in the Nordic countries," says Petra Sedlinger, brand manager, Plus Licens.
Plus Licens is currently in discussions with other companies for additional collaborations featuring Szenfeld’s Hello Kitty designs.
"We are excited about this cooperation, combining traditional handicraft with the unique graphic qualities of one of the most well-known character icons of our time–Hello Kitty–all through the design ingenuity of Bea Szenfeld," says Joakim Sohlberg, sales manager, Åry Trays.