Sanrio had developed a collaboration between its international brand Hello Kitty and Japanese design Mad Barbarians, created by artists Katsuya Saito and Masumi Ito and influenced by “pop, rock, cute and foolish.”

The partnership is a fusion of Japanese design, underground art and the iconic imagery of Hello Kitty. Licensed products, including apparel, accessories and lifestyle products, are set to debut holiday 2008 in the United States and spring 2009 in Europe.