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Sanrio unveils Gudetama to UK market

Quirky brand hatched at official launch party attended by press and social media influencers.

Sanrio has officially launched its quirky Gudetama brand in the UK – with a host of social media influencers getting a first look at product ahead of its arrival at retail.

Over 50 influencers, press and brands attended a launch party at Sanrio’s London office last week.

These included ASOS, Lazy Oaf, Stylist Magazine, Moschino, Tofu Cute, Skinnydip and Hypebae.

Influencers getting their first look at the brand – which is already a hit in Japan – and posting their thoughts on social media included Kitty Cowell (blogger/stylist), Stefani Nurding (pro skateboarder), Choom (model), Natasha Kasisopa (designer), Luisa Christie (Atlantic Records), Hannah Grunden (stylist), Charlie Barker (model), Felix/PewDiePie (YouTuber) and Marzia Bisognin (YouTuber).

A stationery range from Blueprint is hitting Primark stores across the UK, as well as flagship Paperchase outlets in London, Manchester and Glasgow.

Hannah Rowlands, marketing and digital manager at Sanrio, said: “We were so egg-cited to officially hatch Gudetama in the UK. Guests had a cracking time and it seems our lazy egg went down a treat. Watch this space for more egg-ceptional activity.”

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