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Primark marks 50 years of Hello Kitty with major collaboration

Primark has teamed up with Sanrio to unveil a new collection inspired by Hello Kitty.

The collection is part of a new strategic partnership between Primark and Sanrio and celebrates 50 years of the pop culture icon. Featuring over 100 items across womenswear, kidswear and homeware, the entire range aims to embody the timeless charm of Hello Kitty.

From cosy loungewear to playful accessories, each piece of the extensive range is infused with the signature kawaii style of the character. Items include graphic tees, nightwear, collectable bags and more.

To celebrate the collection, Primark has also announced the launch of the Hello Kitty Café in select locations across the UK.

Customers in Primark’s Birmingham, Manchester Market Street, Manchester Trafford, Edinburgh and Braehead stores will have the opportunity to be immersed into the vibrant world of Hello Kitty. From now until June, the cafés – featuring Instagram-worthy décor – will serve up an array of limited edition treats inspired by Hello Kitty, such as sweet waffles and savoury ‘bow’ buns, alongside themed beverages including a choice of bubble teas and shakes.

“Hello Kitty has been a cultural phenomenon since her debut in 1974, captivating hearts around the globe with her cute aesthetic,” commented Sarah Jackson, director of licensing at Primark. “At Primark, we pride ourselves on our extensive license offering and we’re thrilled to reveal our new collection, marking another exciting chapter in Hello Kitty’s enduring legacy. We want to offer our customers an unforgettable in-store experience and we’re delighted to once again transform our Primarket cafés into a Hello Kitty haven in five locations across the UK.”

Silvia Figini, chief operating officer, Sanrio EMEA, India and Oceania, Mr Men – Worldwide, continued: “We are thrilled to partner with Primark on this new collection to celebrate Hello Kitty’s 50th anniversary. Over five decades, she has inspired all generations with her core values: kindness and friendship. We are glad to celebrate this important milestone together with our whole community. This will happen also thanks to this collection, which will offer unique fashion items featuring our iconic character, bringing joy to Primark customers. As Hello Kitty’s motto says: ‘You can never have too many friends’.”

Primark’s Hello Kitty collection will land in Primark stores across all 16 markets this month.

Primark’s Hello Kitty Café launches this week in Birmingham, Manchester Market Street, Manchester Trafford, Edinburgh and Braehead stores, serving customers until June. The character will also make a special guest appearance in select café locations over the coming weeks.

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