BLE 19: Sanrio x Chupa Chups

Hello Kitty meets Perfetti van Melle’s candy brand in collaborative co-branded style guides available to European licensees – see it first at BLE

Written by Rhys Thomas

Posted 01.10.2019 | Lifestyle

BLE 19: Sanrio x Chupa Chups thumbnail

Sanrio and Chupa Chups have this morning unveiled a new collaboration offering co-branded style guides to licensees in Europe.

Dubbing the alliance ‘Brands about Fun and Friends’, the partnership will see Hello Kitty and other Sanrio regulars like My Melody, Kerokerokeroppi, Badbatzmaru, Little Twins Stars, Pompompurin and Cinnamoroll get a sweet makeover with Chupa Chups – part of Sanrio’s 60th anniversary in 2020.

Licensees will be able to tap into style guides featuring both Sanrio and Chupa Chups characters and branding across categories includings apparel, accessories, cosmetics, social stationery and accessories. 

 “We were looking for a collaboration which was 100 per cent consistent with Sanrio’s brand proposition and values,” says Giovanna Sanzò, Licensing Director EMEA at Sanrio. 

“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 “

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.

Christine Cool, Global Licensing Manager at Perfetti van Melle Group, owner of the Chupa Chups brand, adds: “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.”

Find Sanrio on BLE stand B141 and Perfette van Melle/Chupa Chups on D360

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