Sanrio’s slate of popular characters such as Hello Kitty, My Melody, Aggretsuko, Gudetama, and Little Twin Stars will now be represented by the licensing agent WildBrain CPLG in Spain, Portugal, and Germany.

WildBrain CPLG and Sanrio worked together in 2009 to celebrate Hello Kitty’s 35th anniversary and partnering again to celebrate Sanrio’s milestone 60th anniversary.

“We’re looking forward to forging new licensing partnerships to bring them to life for fans across Iberia and Germany during Sanrio’s landmark 60th anniversary year and beyond,” says Maarten Weck, the executive vice president and managing director at WildBrain CPLG.

In Iberia, the agency will focus on bringing the brand to fashion accessories, homewares, and local brand collaborations. In Germany, WildBrain CPLG will expand Sanrio’s offerings in major retailers, such as C&A, Zalando, Otto, Ernsting’s family, Lidl, and myToys.

As part of the 60th-anniversary initiatives, consumers will be invited to join digital campaigns and discover a range of limited-edition fashion collections.