Sanrio and Chupa Chups team up to present New Co-Branding licensing opportunity

BRANDORA Editorial Staff - October 2019

Global lifestyle brand Sanrio and Chupa Chups are becoming BFF (Brands about Fun and Friends) and announce today a partnership to share their common mission of “creating a fun-filled experience to be shared with friends”.

With the upcoming 60th Anniversary of Sanrio in 2020, Hello Kitty and the other Sanrio characters – My Melody, Kerokerokeroppi, Badbatzmaru, Little Twins Stars, Pompompurin, Cinnamoroll – will get a sweet makeover with Chupa Chups and keep the fun going around the world through new designs and Style Guides which will be available for licensees in Europe, in categories such as apparel, accessories, cosmetics, social stationery and accessories.

This project consolidates an existing multi – year relationship in merchandising between the two companies and highlights many common existing key attributes and values such as lifestyle brands, global awareness, pop culture and fashion forward/focus.

Giovanna Sanzò, Licensing Director Emea at Sanrio GmbH said “We were looking for a collaboration which was 100% consistent with Sanrio’s brand proposition and values. Hello Kitty and Chupa Chups is already a consolidated partnership on food merchandise; we wanted to magnify the business opportunity adding also the other Sanrio characters to spread the positive message of fun and friendship “

Christine Cool, Global Licensing Manager at Perfetti van Melle Group said. “We are absolutely thrilled to expand our longstanding relationship of trust and success between Chupa Chups and Sanrio now to Europe. The amazing style guide that has been created for this project will not only offer a cutting edge fashion proposal, but also a perfect occasion to create extra fun products to be shared with friends.”