The Licensing Blog

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Sanrio Launches Makeup Collection, Digital Stickers

Sanrio_MakeupDropSanrio partnered with MakeupDrop to create two versions of the makeup brand’s eco-friendly beauty tool featuring Hello Kitty and Gudetama. The MakeupDrop x Hello Kitty and MakeupDrop x Gudetama collections are available for purchase at makeupdrop.com and sanrio.com, and at Bloomingdale’s, Revolve, and select Sanrio stores.

Additionally, Sanrio teamed up with Quidd to develop limited-edition, rare digital stickers, trading cards, and toys. The first edition is available for purchase through the Quidd app on iOS and Andriod devices.

Hello Kitty, Zoobe Messenger Entertainment Get in the Holiday Spirit with Hello Kitty Advent Calendar

HelloKittyChristmasAppHello Kitty partnered with Zoobe Messenger Entertainment for the Hello Kitty StoryGIF Advent Calendar. This countdown to Christmas runs from Dec. 1st to Dec. 25th where fans can unlock a free GIF each day, or purchase all 25 at once. The app is available in apps stores for iOS and Android.

Sanrio, ColourPop Partner for Hello Kitty Cosmetics Line

hellokitty_colourpopSanrio partnered with ColourPop to introduce ColourPop x Hello Kitty. The new limited edition and cruelty-free collection will launch exclusively at colourpop.com to celebrate Hello Kitty’s birthday on Nov. 1.

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DHX Brands Boosts UK Team With Four Key Hires

DHX Brands has appointed four new team members in its London office. Debbie Walker was appointed as brand manager, Cheryl Brock joins in as design manager in the creative services team, Alessia Foster takes the position of head of product development, with Holly Taylor joining her as product development manager.

Walker will lead brand and marketing initiatives in the UK for preschool properties Twirlywoos and In the Night Garden. Having worked in roles across Mattel, FremantleMedia Kids & Family Entertainment and Trinity Films, Walker has experience in kids’ and family brand marketing, public relations, and creative communications.

Brock will help maintain a growing DHX Brands portfolio and launch new titles. Her background spans licensing design for both product and graphics across a range of properties. Previously, she worked for brands, such as Thomas and Friends, The Simpsons, Hello Kitty, and My Little Pony

Establishing a dedicated DHX Brands product development team, Foster brings in international experience of leading the development of products through licensing, live events, and attractions programs. Taylor joins the team with a focus on apparel and soft lines development. Most recently, she worked for Disney on their apparel development for major retailers in the UK.

It’s a Fan’s World: Driving Distribution with Fan-Commerce

By David Voss, Chief Creative Officer at Loot Crate

For more than three years, at Loot Crate, Chris Davis and Matthew Arevalo have created a dedicated and loyal following for our subscription box products, amassing over 600K monthly recurring subscribers across 35 countries! We entered this market wanting to bring a combination of mystery and exclusivity to the geek and gamer fan-based community by focusing entirely on their interests.

Loot Crate is engineered as a recurring revenue model that allows us to introduce a variety of on-trend products every month, targeting pop culture fans with passionate interests in movies, TV, gaming, comic books, anime, as well as expanding to more fan-based verticals such as sports and entertainment. We work with leading franchise owners, such as Sony and the Halo team, and are able to build on their world class brands to offer exclusive products not found on shelves. These partnerships further Loot Crate’s commitment to expanding beyond geek and gaming to include all genres, genders and generations in the world of fandom.

Today, at Licensing Expo, we are expanding the Loot Crate family of fandom. We are thrilled to announce a new licensing partnership with WWE, introducing bi-monthly crates featuring items that will appeal to WWE wrestling fans worldwide. Each crate will include exclusive WWE items and collectibles that will bring WWE fans closer to the Superstars they love. More details to be announced this summer, so stay tuned!

We’re also announcing today a new licensing partnership with Sanrio, another multi-generational global brand leader with a loyal fan community. Sanrio has nurtured its fan community for more than 40 years, and now fans will have access to a special crate celebrating Hello Kitty®, Chococat, Keroppi and more Sanrio characters, delivered directly to their doorsteps.

We infuse the Loot Crate team’s passion for its products with the feedback we receive through our brand’s social community. The end result is the best curated crates, which we deliver each month to our voracious fan base.

As we kickoff Licensing Expo 2016, we wanted to share some tips to embrace the world of fandom and ultimately, drive distribution through fan-commerce.

Say What Again – Listen to all feedback. Every day our fan-based community shares their feedback from our products. Our in-house community management team then identifies their interests or lack thereof, so that our products can appeal to our community and add value to our services.

Let’s Geek Out – Share the same passions as your community – we often say, “we all geek out over something.” At Loot Crate, we self-identify with our customers because we hold the same passions and interests as them, and as fellow geeks and fangirls, we are more connected with our community via digital and real world platforms.

Monthly Mystery Tour – Add value by creating exclusive and surprising new experiences to engage with consumers. We like to keep our fans on the edge of their seats each month by delivering crates with a fresh and original flavor.

Curation is Key – brands fall in the trap of simply offering products without a narrative to tie them together. Create a message for your subscribers by culling products that share a theme or idea, and you’ll have returning customers who appreciate the thoughtfulness of your brand.

For Loot Crate, the past three years have been both rewarding and eye-opening. Everyone cares deeply about something, whether it’s their favorite TV show, sport, music or pastime. We’ve been fortunate to have built a growing business that caters to and understands the inner geek in all of us. Every day we learn just a bit more about what makes a fan so loyal.

Sanrio Inc., Hypo Hippo Partner for Hello Sanrio Digital Project

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Sanrio Inc. and Hyper Hippo Games have partnered to develop a suite of lifestyle apps, themed to the new hello sanrio brand. The brand celebrates Sanrio’s core foundation of social communication. The world of Sanrio will be explored through Hello Kitty and multiple characters from Sanrio’s designs, including Keroppi, Chococat, Badtz-Maru, My Melody, Pompompurin, Gudetama, and more.

Hello sanrio lifestyle apps will launch this summer and will offer an immersive social experience on mobile devices and computers. The new apps will give fans a place to connect, express themselves, and discover Sanrio in a new way. Fans can get an early glimpse of hello sanrio through its social media channels.

EVA Air Hello Kitty Shining Star Jet Lands in Houston

HelloKittyJetTravelers can now book nonstop Houston-Taipei flights aboard the specially painted Boeing 777-300ER named the EVA Air Hello Kitty Shining Star Jet.

Upon reaching Taipei, Houston passengers can then connect on to almost every business and leisure destination in Asia, including Mainland China. During the flight, guest will have access to inflight Wi-Fi and global roaming.

EVA and Sanrio’s colorful aircraft celebrates the 40th Anniversary of My Melody and Little Twin Stars who are featured on the jet. The Hello Kitty Shining Star Jet is EVA’s seventh specially painted Hello Kitty plane and its second using a long-range Boeing 777-300ER. EVA created a different design for each Hello Kitty Jet and flies the other six from Taiwan to Japan, Korea, Hong Kong, Mainland China, Guam, and Paris.

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Hello Kitty Set to Take Over Los Angeles Restaurants for Hungry Hunt

Oct3.HelloKittySanrio has partnered with restaurants in Los Angeles to launch Hello Kitty’s Hungry Hunt as part of Hello Kitty’s 40th anniversary celebration.

Starting October 24 and running through November 21, participating venues will offer a Hello Kitty-inspired food or beverage item. Fans and foodies can follow the official Hello Kitty’s Hungry Hunt map to visit each location, which include Lollicup Coffee & Tea, Zip Sushi & Izakaya, Xlixe Pizzeria, and more.

Each Hungry Hunt menu item will also include a collectible Hello Kitty’s Hungry Hunt pin featuring Hello Kitty enjoying a different treat from each of the participating restaurants. The pins are available while supplies last.

Hello Kitty, Barbour Team Up for Girls’ Collection

August 19 Hello KittySanrio has collaborated with heritage and lifestyle brand Barbour. The deal, brokered by Sanrio’s UK licensing agent Fluid World, will see the launch of a range of Hello Kitty girls wear including jackets, knitwear, hats, and socks.

The Barbour x Hello Kitty collection will be available in selected Barbour stores, on the Barbour website, and in department stores.

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