Gaming and esports marketing agency Player 2 and global lifestyle brand Sanrio have announced a partnership that will see the two collaborating to grow gaming-related licensing partnerships for its Hello Kitty and Sanrio characters (including Aggretsuko and Gudetama) across the EMEA, India and Oceania regions. Player 2’s work will also include global gaming-related partnerships for Sanrio’s iconic Mister Men Little Miss characters.

Player 2 will lead the efforts to develop specific in-game collaboration programmes that bring awareness of the Sanrio characters to young consumers, while expanding its gaming-related product offerings across in-game activations, peripherals, merchandise collaborations and esports.

“We are thrilled to have the opportunity to further introduce Hello Kitty and friends along with the Mister Men Little Miss characters to gaming audiences,” says John Pierce, Player 2 Managing Partner. “We look forward to collaborating with the Sanrio team to create intriguing and relevant gaming-related partnerships.”

“Sanrio has been creating smiles for over 50 years,” says Silvia Figini, Chief Operating Officer, Sanrio – EMEA, India and Oceania, Mr. Men – Worldwide. “We’re excited to partner with Player 2 to bring the values, optimism and smiles of our iconic characters to gaming enthusiasts everywhere.”

Sanrio, best known for Hello Kitty who was created in 1974, is home to many other beloved character brands such as My Melody, LittleTwinStars, Cinnamoroll, Pompompurin, Gudetama, Aggretsuko, Chococat, Bad Badtz-Maru, Kerokerokeroppi and the British icons Mr Men & Little Miss. Sanrio boasts an extensive product lineup of around 50,000 products, which are available in over 130 countries and regions around the world.