TOTAL LICENSING
Representing Sanrio properties
Best known for its star character brands like the internationally-trendy black, which befits her 31
st
October
Hello Kitty, Sanrio designs, develops, icon Kuromi into the Italian market- birthday.
distributes and licenses a unique col- place. Our strategy aims to maximize Finally, The Little Twin Stars, Kiki and
lection of over 12,000 branded gift, the potential of the Sanrio universe Lala are mystical twins who passed
stationery and fashion accessory items among all audiences.” their time wondering about life on
worldwide. Of course, Sanrio was founded in 1960 earth. With permission from the
In 2008, as part of its renewed global by Shintaro Tsuji who originally cre- Mother Star and Father Star, they
extension strategy, Sanrio established ated a line of character merchandise
a Global Consumer Products unit to around gift-giving occasions based on
capitalize on the international popular- a single property – Hello Kitty.
ity and recognition of its characters. Today, Sanrio’s universe of characters
In Europe, the re-launch of My Melo- is much larger.
dy in the Fall of 2008 by Italian agent Keroppi, for example, was created
in 1988 and Starbright believe has a
strong 1980s retro appeal amongst
young adults.
Charmmy Kitty is a white Persian cat
that Papa gave to Hello Kitty as a gift
and is now a character in her own
right. She wears a lace-lined ribbon on
her left ear and a necklace that holds
the key to Hello Kitty’s jewelry box.
Badtz Maru was born on April 1
st
and
set out on a visit to Earth and since
they arrived, their mission has been to
spread happiness.
Starbright are excited about the op-
Starbright has proved to be highly suc- portunities available for the Sanrio
cessful with more than fifteen licens- properties in Italy and have already
ing deals closed to date. Beginning this signed a number of major licensees
Spring, Starbright will also reintroduce including Giochi Preziosi who have
other classic icons like Keroppi and signed for stationery, gifts, magazines,
Badtz Maru. food and ranges of toys featuring a va-
“The re-launch of some of the best- riety of the properties.
loved characters from Sanrio is just In addition, Gedis have signed for My
one of the exciting things happening Melody stickers and Hermet will fea-
this year” said Giada Paterlini, Manag- ture My Melody on a range of bedlinen
ing Director of Starbright. “We look and cushion covers.
forward to continually develop stron- is a mischievous penguin. He attends The property also features on per-
ger licensing programmes for Sanrio’s first grade at the Gorgeous Academy sonal care items from Hypro Cos-
classic brands, while introducing new and has a pet alligator named Pochi. metics, stickers from Panini, Jaxo for
My Melody was born on January hats, scarves and gloves and Lisiciani
18
th
in the forest of Mari Land. With for educational games together with
a brother named Rhythm, her favou- arts and crafts. BBS have signed for
rite food is almond poundcake which party and melamine and Marbel will
she snacks on with her best friend, a launch apparel featuring My Melody
mouse called Flatto. and Little Twin Stars. Finally, Accademia
My Melody’s friend, Kuromi, is a tom- have signed for Little Twin Stars back
boy who loves making mischief and to school products and Mava will pro-
causing trouble. Her favourite food is duce a range of personal care prod-
shallots and her preferred colour is ucts featuring the property.
61
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