Kitty Meets Kiss
STREET MOOD:This look is targeted for sporty items and territories where Hello Kitty is perceived mainly as a kids and tweens brand.
has made Kiss the global phenomenon it is today. Born just one year in 1974, Hello
Kitty is today one of the coolest and up-to-date lifestyle brands, touching all facets of a customer’s life with a captivating, whimsical and confident style. One of the most unique lifestyle brands of our time, tens of thousands of Hello Kitty licensed items are released each year, creating a product mix that appeals to kids, teens and adults alike. Kitty already has strong rock credentials – she’s frequently seen with an electric guitar and studded belt – and has a well-established history of co-branded capsule collections (the first was with Paul Frank in 1992) and exciting collaborations. Sanrio’s focus has always been on creating character-branded merchandise with genuine personality, and brand integration has always been the preferred way to create the coolest
Hello Kitty products. Joining forces with a respected brand like Kiss makes perfect sense, as these two highly successful icons combine to create hugely desirable co-branded products for all target audiences, generate collector fever and drive purchases across different categories. There are a number of
linked objectives behind the creation of
a Kiss and Hello Kitty
multi-product collection. Targeted from infant to adult and with numerous opportunities for merchandising, marketing and promotional events both in and out of stores, the collection is expected to stimulate and connect Kiss and Hello Kitty fans from all over the world. Merging the Sanrio, Kiss and licensees’ marketing nous will encourage international promotion through all channels and platforms. The multi-category products themselves will either be co-branded (between Kiss, Hello Kitty and a third brand) or licensed and will take equal inspiration from Kiss’ hard rock heritage and Hello Kitty’s more tongue-in-cheek
ROCK MOOD:The stronger look, with the Kiss haircuts and the Demon's tongue, this is primarily targeted for urban items and territories where Hello Kitty is perceived as more of a teen and young adult brand.
GLAM MOOD:The most classy look, this is targeted for fashion items and territories where Hello Kitty is mainly considered to be a high-end brand for adults.
Bass player Gene Simmons is the most ambitious member of the band in seeking merchandising deals, proudly stating: “I think it’s cool to see my face on a lunchbox. It’s fun. I’m doing this for me.”
approach. Strong graphics and a coherent collection will drive collectability, so Sanrio will be providing all partners with an institutional branding package for labels, packaging and marketing activities. This package will comprise a basic Kiss and Hello Kitty logo and character poses, and will outline three very different ‘moods’ to inspire product design. While licensees will be using the same institutional elements for the brand integrity, they are free to make their own evaluations and choose the mood they consider the most relevant
to their product. With this collaboration recently
unveiled, Sanrio is now looking for product partners in the following areas: apparel, accessories, footwear, cosmetics, consumer electronics, domestics, food and beverage, USB, sporting goods, stationery, toys and games, banking and publishing.
Hello Kitty 2011
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All artworks are work in progress.
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