Hello Kitty and Pusheen pounce on limited edition collaboration for plush, fashion, and more

Sanrio has entered into a new collaboration with the Pusheen brand to launch a limited edition collection of Hello Kitty x Pusheen consumer products, spanning apparel, accessories, collectables, stationery, housewares, health and beauty products, and plush. The collection unites Hello Kitty and Pusheen for the first time in the consumer space.

The deal brings with a swathe of premium licensing partners already on board to launch a selection of Hello Kitty x Pusheen products, including Hybrid for apparel, Loungefly for bags and small accessories, Taste Beauty for health and beauty care products, GUND for plush and slippers, and Hamee for squishy toys and phone accessories.

They are joined by further licensing partners, Monogram for pins, bag clips, and lanyards, Stitch & Story for crochet kits and craft accessories, Blueprint for stationery, and Thumbs Up for housewares and figurines.

“Hello Kitty has always believed ‘You can never have too many friends’ and we couldn’t be more excited for Pusheen to join her side,” said Craig Takiguchi, chief operating officer at Sanrio, Inc. “With both of our avid fanbases and the wide range of products designed for every occasion, these pop culture icons will encourage friends to come together and make even more everyday memories.”

Claire Belton, creator of Pusheen, said: “It’s a dream come true to collaborate with Hello Kitty. It’s been so much fun to work together and see everything come to life. I grew up loving Hello Kitty, so it feels like coming full circle.”

Similar to Pusheen, whose animated comics and GIFs have spread smiles and laughter worldwide, Hello Kitty also stands for friendship, kindness, and inclusivity. These values have brought the two together to help spread positivity and acceptance to friends and fans everywhere.

The Hello Kitty x Pusheen collection will be available on September 3, 2021 at Sanrio.com, select Sanrio boutique stores, and Pusheen.com while supplies last. The collection will also be available at select specialty retailers such as Hot Topic, Claire’s, FYE, Barnes & Noble, and IT’SUGAR later this autumn.

Silvergate Media lines up partners in Spin Master, Hot Topic and Forbidden Planet as Hilda returns to Netflix

Silvergate Media has detailed a tranche of new partners for its popular animated series, Hilda, that includes not only a direct to retail partnership with the pop culture specialist, Forbidden Planet, but the series’ first board game courtesy of Spin Master and an extension of its successful plush line with GUND.

Details of an extending licensing slate for the Scandinavian-inspired animated series have been releases in anticipation of the launch of Hilda’s second season on Netflix this December 14th. Silvergate has secured exclusive retail partnerships with Hot Topic and Forbidden Planet, as well as a slate of new toys.

Co-produced by Silvergate Media and Mercury Films, the 13 x 22-minute episodes in season two of Hilda bring fresh adventures for the blue-haired heroine as she delves deeper into the vast wilderness of Trolberg. The animated series is based on Luke Pearson’s acclaimed graphic novels.

The upcoming second season follows on the success of the multi award-winning first season, which debuted on Netflix in September 2018 and went on to scoop multiple awards including a BAFTA, Kidscreen, International Emmy award and three Annie awards. Silvergate’s licensing programme has been developed to tap into the series’ growing international fanbase.

“The first season of Hilda set the bar high in terms of what a children’s animated series could achieve and it was so rewarding for our creative team that it received the widespread recognition that it did,” said Waheed Alli, CEO at Silvergate Media.

“It’s now a genuine pleasure to bring audiences new adventures in season two that will expand the universe of Trolberg in unexpected ways.”

The US-based pop culture retailer, Hot Topic, is launching an exclusive line of Hilda inspired t-shirts for the North American market. While here in the UK, science fiction and fantasy retail specialist, Forbidden Planet, has an exclusive direct to retail agreement with Silvergate that will see the retailer launch its own line of apparel in 2020 before expanding into homewares and gifting from 2021.

“We’re really excited to be developing our own range of Hilda merchandise,” said Anthony Garnon at Forbidden Planet. “The show’s fantastical storylines and imaginative visuals speak directly to our consumer base and give us plenty of inspiration for products that will stand out on shelf and become must-have items for Hilda fans.”

The growth of the apparel category will be boosted by additional product lines launching to coincide with season two. This includes global toy partner, GUND, which is adding further plush accessory lines targeting girls and teen fans to the main lines which launched earlier this year, and lead publisher Flying Eye Books, who has released three new novelisations tying in with season two.

Additionally, Spin Master is readying the first-ever Hilda board game, scheduled to hit retail from next summer.

WildBrain CPLG signs raft of UK and European partners for Line Friends’ Brown & Friends

WildBrain CPLG has secured a raft of new European deals on behalf of the Line Friends brand’s Brown & Friends, an off-shoot IP that features the brand’s signature characters Brown, Choco, Cony, Sally, and others.

Blueprint Collections has signed up with the IP for a stationery range, Gund will develop new plush lines, Kokomo is working on a health and beauty collection, Misirli is developing its signature socks, and Poetic Brands is readying a collection of daywear and nightwear.

WildBrain CPLG – which represents Line Friends across Europe and in the UK – has also struck up partnerships with Portico Design for calendars, and Zak Designs for melamine. For France, WildBrain CPLG has secured a deal with Undiz for an underwear and nightwear range, and in Switzerland with Confiland for confectionery.

The new products have already started to roll out at retail and will continue to launch throughout the year, joining Line Friends’ existing global deals with Funko and Uniqlo.

Additionally, Atomic10 has been appointed as the PR agency for Line Friends in the UK. The agency will work with influencers and media partners to support licensees’ product launches and expand Line Friends’ fan base in the market.

John Taylor, VP Northern Europe and managing director UK and France at WildBrain CPLG, said: “Instantly recognisable, the Line Friends and Brown & Friends characters have quickly become part of Gen Z and Millennials’ daily lives internationally.

“We’re excited to be expanding the brand’s European licensee base with bold new products which are ideal for fashion conscious fans, and having Atomic10 on board in the UK will provide invaluable support as we get the word out to tweens, teens and young adults in the market.”

These new partnerships follow Line Friends’ recent win at the Licensing International Excellence Awards 2020, where Brown & Friends was named the Best Digital / App / Video Game Brand.