This ad will be closed automatically in X seconds.

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.”

Want to read more news like this? Simply sign up to our daily digest in the box below. You can also follow @LicensingSource on Twitter.

MORE NEWS
 
Including Hasbro named as the new global master toy for Saban’s Power Rangers....
 
Global deal will see new collection for fashion brand launch in autumn 2018....
 
Licensee’s range includes eight items inspired by latest Marvel blockbuster....
 
Company partners with VirtTrade to develop and publish multiple apps....
 
Misirli’s director reveals what she’s most looking forward to this year....
 
Black Panther sees six searches every hour in the last week after film success....
Get the latest news sent to your inbox
Subscribe to our daily newsletter