Sanrio and American Greetings Properties have brought together two of their brands–Care Bears and Little Twin Stars–for a new collaboration in Japan.
Mindworks Entertainment, AGP’s agent in Japan, brokered the deal.
The partners will create 10 co-branded artwork designs as well as a unique storyline–Kiki and Lala join the Care Bears in making “cloud bears” in the sky with an animal cloud-making machine. The storyline will be promoted on both Sanrio’s and AGP’s websites as well as in a consumer ad campaign.
“The collaboration between AG Properties and Sanrio is a wonderful example of two companies coming together to bring the ultimate product line to fans who share similar sensibilities,” says Carla Silva, senior vice president, global licensing, AGP.
The three-year co-branding program, which is targeted to women over 18, will kick off this holiday season with an expanded product roll out in March.
Items will include apparel, stationery and accessories and will be available at major department stores and specialty stores that carry Sanrio merchandise.
"I am excited about our collaboration with the Care Bears,” says Yoichiro Shimomura, general manager, licensing division, Sanrio. “This is the first time the Little Twin Stars has collaborated with a world-famous brand from abroad. This is a great opportunity for Kiki and Lala to expand into the rest of the world.”