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Sanrio takes the wraps off direct to consumer webshop

Sanrio partners with Star Editions on new ecommerce site which features exclusive merchandise.

Sanrio is introducing its classic characters in a new way this week, launching its own direct to consumer ecommerce site.

Shipping to Europe (including the UK), Australia and New Zealand, fans can now get their hands on a range of exclusive merchandise featuring nine of Sanrio’s most popular characters on including Hello Kitty, Gudetama and Aggretsuko.

The site features five exclusive collections – with characters reimagined on clothing and accessories, plus personalised products. Sanrio is teaming up with an artist each month on a limited-edition Art Collection range.There will also be one-off collaborations, the first of which will be with Instagram sensation Esther Bunny.

Star Editions will be manufacturing the products and fulfilling orders, while the site design has been developed by Philosophy Digital.

“The whole team can’t wait to launch,” said Alastair McHarrie, licensing director at Sanrio. “At a time when most consumers are increasing their shopping online, we’re excited to show our new online destination and product offering to fans.”

Will Marston, ceo of Star Editions, added: “We’ve been incredibly fortunate to have been able to navigate through the COVID crisis – keeping colleagues safe by maintaining social distancing, introducing split shift patterns and additional protective workwear and still delivered our clients print on demand web orders on time.

“With all of our procedures and safety measures in place, we are now in the perfect position to launch the Sanrio Shop, and we cannot wait.”

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