Munich, October 2012
Most Hollywood Stars undertake a facelift of a sort or another in their lifetime. Classic Brands don’t really need that, since they are timeless anyway. Still, all is very new with Mr. Men and Little Miss, although they have been breaking records since 1971.
Just a year ago Sanrio, best known for their own immensely successful brands, such as Hello Kitty and Keroppi, offered the gang of 84 characters a new home. And of course, they could not resist in applying their fashion expertise to the style guides of the brand. It’s a make-over. But Mr. Men & Little Miss is still what we love about them. And most importantly, they are still the ones everyone knows from over 120 million sold books – they have just become a little cooler. So to speak, it is really good make-up. It’s there. It makes a huge difference. But you can’t really tell.
New is also the Mr. Men & Little Miss representation for Germany, Austria and Switzerland. Team! Licensing, experienced in dealing with other immensely successful classic brands such as the PEANUTS, had very good reasons to snatch this property. “First of all, we believe in the Brand. It is one of the really hip classics, well known and broadly recognized.” Katarina Dietrich, CEO of Team! Licensing explained. “And we also very much believe in Sanrio. They know how to bring a property to life and having seen the guides we knew this will work in our market. But it is also about strategy. Focusing on two key and eight supporting characters will create additional consumer recognition, even if the styles are applied in a very edgy, fashion-led style.”
Lisa Macdonald, Vice President of Mr Men Ltd is just as positive: “It is a really exciting time for Mr. Men, developing the strategy and new creative has been our initial focus. Next step is to bring Mr. Men to market with a new CP programme, and here we are thrilled to be working with Team! Licensing in the German speaking territories. We are looking forward to what the future holds.”
Of course, this will be the approach of Team! Licensing. The realization of these hip, fashionable lines will support the high appeal of supporting characters such as “Little Miss Princess” at today’s target groups. Additional product lines, based on the Original and Vintage Style Guides, for specific target groups and selected retail partners, will be implemented. Consumer will be delighted to experience the new world of Mr. Men & Little Miss. With the apparel and accessory collections, gift articles, plush, home décor and publishing no wishes will be left unfulfilled.