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Sanrio and WildBrain CPLG have announced that the licensing agency is to represent the portfolio of popular Sanrio character brands including Hello Kitty, My Melody, Aggretsuko, Gudetama and Little Twin Stars across Iberia (Spain and Portugal) and Germany.

WildBrain CPLG will expand on Sanrio’s existing consumer products programmes and take its brands into new categories in Iberia, 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 leading retailers including C&A, Zalando, Otto, Ernsting’s family, Lidl and myToys.

Sanrio is a global lifestyle brand best known for the pop icon Hello Kitty. Last year saw the company mark 45 years of Hello Kitty with a host of worldwide initiatives including global fashion collaborations with some of the world’s best known brands including Levi’s, Puma, Furla and Converse; tie-ups with high-end fashion designers to create limited edition products, such as Balenciaga and GCDS; campaigns with social media influencers; and exhibitions and experiences to immerse fans in Hello Kitty’s world of happiness, friendship and fun.

The Hello Kitty brand has also seen extensive growth with fast-fashion retailers around the world, including Zara, H&M, Primark and Desigual, amongst others. Additionally, Sanrio recently announced a global master toy partnership with Mattel to develop toys and games inspired by a range of characters from its portfolio, which will roll out from Autumn 2020.

Also this year, Sanrio is celebrating its 60th anniversary with new initiatives, turning the spotlight onto more of its beloved characters: fans will be invited to join digital campaigns, with more social media fun, exciting influencer tie-ups and competitions. In addition, new collaborations with fashion and other partners are launching with limited-edition collections.

Maarten Weck, Executive Vice President and Managing Director at WildBrain CPLG, said: “After working with Sanrio to celebrate Hello Kitty’s 35th anniversary in 2009, we’re excited to be teaming up with them once again. 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.” 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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