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News
SANRIO
A NEW SEASON OF FRIENDSHIP 2020 represents a time of great challenges and the whole licensing industry has been looking for ways to overcome the situation, with a positive and reassuring approach towards partners and end consumers. Sanrio’s corporate philosophy has friendship and fostering of social communication as key values. These play Exclusive collection @ shopsanrio.com
an important role in this delicate process and are taking shape in some fundamental pillars.
First of all, finding new ways to collaborate with licensees has been key to success in EMEA. Sanrio have focused their efforts in providing ad hoc solutions and support for all their partners on both Hello Kitty and Mr. Men sides and in creating synergies on both sales and marketing levels with dedicated sales & marketing teams collaborating with top international agents. In addition, they have secured a substantial investment in the development of new content. Digital growth is an important factor in Sanrio’s developing strategy and as of today, they already have significant activities in place in videogames, kids’ apps and augmented reality for all age targets. The opportunities offered to consumers are endless: from the virtual platforms with the first Levi’s x Hello Kitty virtual shop for both avatars and real people on Sansar, and the Hello Kitty Water Park on Second Life to Bublar’s game app based on geo-localization named “Kawaii World”, aimed at younger users. Significant collaborations are also in place with Nintendo, including the Animal Crossing game and the creation of Nintendo DS themes. Alongside this, Sanrio are present on all major social media platforms in EMEA with continuous organic growth and are also very active with influencers. For instance, after the collaborations with the French Instagram celebrity Natoo and the YouTube stars Marzia and PewDiePie they launched a partnership with Elettra Lamborghini involving Aggretsuko and My Melody. Sanrio have recently launched a new owned e-commerce site - Shopsanrio. com - that joins the existing mrmen.com
