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.

About the author

Nicole Savas

Nicole Savas

As a kid, Nicole either wanted to be a professional toy player-wither or a writer. Somehow, as social media editor for The Toy Insider, The Toy Book, and The Pop Insider, she’s found a career as both. She's grateful to work somewhere that she can fully embrace both her love of teddy bears and her admiration for the Oxford comma. When she's not playing with toys at work, she's playing with her baby girl at home.