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Sanrio reveals tasty collaboration with Chupa Chups

New co-branding licensing opportunity will see Sanrio characters get a sweet makeover.

Sanrio and Chupa Chups have this morning revealed a new co-branding licensing opportunity.

The new partnership – billed as ‘Brands About Fun and Friendships’ – aims to share the common mission of ‘creating a fun filled experienced to be shared with friends’.

With the upcoming 60th anniversary of Sanrio in 2020, Hello Kitty and other characters including My Melody, Kerokerokeroppi, Badbatzmaru, Little Twins Stars, Pompompurin and Cinnamoroll will get a sweet makeover from Chupa Chups.

The new designs and style guides will be available to licensees across Europe for categories including apparel, accessories, cosmetics, social stationery and accessories.

The project consolidates an existing multi-year relationship between the two companies.

“We were looking for a collaboration which was 100% consistent with Sanrio’s brand proposition and values,” said Giovanna Sanzò, licensing director EMEA at Sanrio. “Hello Kitty and Chupa Chups is already a consolidated partnership on food merchandise; we wanted to magnify the business opportunity adding also the other Sanrio characters to spread the positive message of fun and friendship.”

Christine Cool, global licensing manager at Perfetti ven Melle Group, continued: “We are absolutely thrilled to expand our longstanding relationship of trust and success between Chupa Chups and Sanrio now to Europe.

“The amazing style guide that has been created for this project will not only offer a cutting edge fashion proposal, but also a perfect occasion to create extra fun products to be shared with friends.”

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