Care Bears and Little Twin Stars enter co-branding program
AG Properties (AGP) and global lifestyle brand Sanrio have partnered to bring together the Care Bears and Sanrio’s Little Twin Stars property under a three-year, co-branded licensing collaboration at Japanese retail.
The deal, brokered by AGP’s Japanese agent Mindworks Entertainment, includes apparel, stationery and accessories targeted to women 18 and up and will launch this holiday season at major Japanese retailers and specialty stores that sell Sanrio products. An expanded rollout is expected from March 2014.
Also featured in the initiative are 10 unique artwork designs incorporating both brands and a new storyline for each company’s respective website and consumer ad campaign where Little Twin Stars’ angel-like siblings Kiki and Lala work together with the Care Bears to run an animal cloud-making machine.
The deal marks the first time Little Twin Stars, which has a history dating back as far as Sanrio’s beloved IP Hello Kitty, has partnered with a global brand as well known as Care Bears.
In addition, the collaboration comes following the promotion of AGP’s Carla Silva to SVP of global licensing as part of a company-wide re-org led by new president Sean Gorman to expand its IP onto new platforms and across licensed merchandise.