Sanrio Characters: Sanrio’s new Multi Properties Format

Munich, September 2013

A dream comes true: Sanrio’s new Multi Properties Format is a mind boggling alternative to single character licensing. For the first time a special program has been created that fully capitalizes on the wealth of Sanrio Properties, bringing them all onto the same product. Hello Kitty is being joined by all her friends!

No matter what your favorite color is, no matter if you are a sweet girl or some cheeky boy, there is a fun character in your preferred tone within the extensive Sanrio Characters portfolio. It has been a tricky choice until now to settle for just one of these lovable characters. For example there is Hello Kitty or Charmmy Kitty if you like girlie styles and pink. There is Badtz Maru and Chococat if you are into boyish themes or black. Or the Little Star Twins and My Melody if you are fond of softer tones, just to mention a few stars/icons within the portfolio. But why limit yourself, if you can have them all? All of the best of Sanrios Characters, all of them at the same time!

You think that is a matter of your wardrobe’s space or wallet’s size? Not anymore, for the new licensing program of Sanrio brings the entire gang together with strong, appealing graphics and eye-catching packaging and branding. The new license includes characters like Keroppi, Badtz Maru, Chococat, Charmmy Kitty, My Melody, Kuromi, Tuxedo Sam, Little Star Twins, Cinnamoroll, Pompompurin and of course Hello Kitty.

In addition to this Multi Character Art, where all characters are shown on one item, licensees can also create lines depicting only one character per article. In this version the multi character look is achieved by displaying the collection with the different licensing characters together in the same point of sale display. Featuring the same Multi Character Packaging for all items in that line, consumers can pick the character they like most from the collection, even better, they can now collect all characters!

“This is a brand new licensing opportunity.” Katarina Dietrich, CEO of Team! Licensing explains. “We are very excited as something like this has never before been executed before. The Sanrio Character property is unisex. It uses famous characters popular with consumers, and still it will hit a market that has not seen anything comparable. We are certain it will be a great success and we are pleased that we are the agent responsible for licensing in Germany, Austria and Switzerland.”

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