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Sanrio and V&A confirm new collaboration

Sanrio teams with museum for new line of Hello Kitty merchandise to launch in 2019.

Sanrio is joining forces with the V&A for a new Hello Kitty collaboration.

The museum is teaming up with the lifestyle brand across a range of product categories, featuring Hello Kitty’s signature bow and details from its collections.

The collaboration will showcase two design stories; the first inspired by Hello Kitty’s trip to the V&A’s unique South Kensington location in London, and the second by her discovery of the museum’s extensive collection of Japanese art and design.

Merchandise is due to launch in 2019.

Lauren Sizeland, head of business development and licensing at the V&A, commented: “The two brands share a passion for storytelling and the clever integration of original Japanese design with Kitty’s inimitable look will ensure the range will delight children and adults alike.”

Jade Kellman, licensing manager at Sanrio, added: “We are delighted to partner with the V&A on this collaboration – which is exciting and adorable in equal parts.

“Exploring art and design treasures from the V&A’s phenomenal collection, and reimagining them with a Hello Kitty twist, is the perfect way to celebrate her English and Japanese roots.”

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