Agency on board to expand merchandise programme for key characters in Iberia and Germany.
WildBrain CPLG has been appointed to represent Sanrio’s portfolio of character brands across Iberia (Spain and Portugal) and Germany.
The roster includes Hello Kitty, My Melody, Aggretsuko, Gudetama and Little Twin Stars.
In Iberia, WildBrain CPLG will be looking to expand on Sanrio’s existing CP programmes and take the brands into new categories, with a focus on fashion accessories, homewares and collaborations with local brands.
For Germany, WildBrain CPLG will handle all categories including apparel to bolster the ranges currently available at retailers including C&A, Zalando, Otto, Ernsting’s family, Lidl and myToys.
“After working with Sanrio to celebrate Hello Kitty’s 35th anniversary in 2009, we’re excited to be teaming up with them once again,” said Maarten Weck, evp and md at WildBrain CPLG. “Sanrio’s diverse and charming portfolio of characters is known and loved across Europe, and we’re looking forward to forging new licensing partnerships to bring them to life for fans across Iberia and Germany during Sanrio’s landmark 60th anniversary year and beyond.”
Silvia Figini, chief operating officer for Sanrio (EMEA, India and Oceania) and Mr Men (worldwide), addeed: “We are happy to collaborate with a global agency such as WildBrain CPLG in two of our main markets.
“Their international expertise and our strong heritage will create a successful partnership, and we are confident that together we will boost our amazing portfolio of characters in all the product categories.”