Sanrio has signed a licensing agreement with Dream Theatre to launch Hello Kitty goods in the Indian market. Seeing the country as having significant growth potential, Hello Kitty will launch with product categories including clothing and accessories.
“2024 is the year of the 50th anniversary of the Hello Kitty brand and in this scenario, it seemed the perfect time to enhance our presence in India,” Sanrio Company Limited’s COO for EMEA, Oceania, and India Silvia Figini told ET Retail. “This is a moment of maturity, and we are ready to face the complexity of the Indian market. We will try to replicate the same business model as much as possible in India as we have implemented everywhere else across the world.”
The brand is confident that it will be in a good position in the Indian market in the coming three years, according to Figini. In order to achieve swift growth in the country, Sanrio will partner with key retailers to reach a broad range of age demographics. Launches will increase around the time of Diwali to tap into the festive gifting spirit.
“This year, the focus will be a lot on young adults,” said Dream Theatre’s CEO and founder Jiggy George, ET Bureau reported. “We will be looking forward to work with all top retailers like Reliance, Aditya Birla Group, and Lifestyle to name a few, in addition with direct to customer brands like Souled Store, etc.”
Along with launching Hello Kitty branded products in a wide range of Indian stores to reach the maximum number of shoppers, the businesses also plan to harness the power of social media to boost brand awareness. A Hello Kitty YouTube channel will launch in Hindi to forge connections with local shoppers and Tamil and Telugu channels will follow in 2025. A Hello Kitty Instagram account for the Indian market will also launch soon.
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