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Hello Kitty x Mad Barbarians create a bold new look for Spring

Jul '08
Sanrio Global Consumer Products, a division of SANRIO Inc the international product company best known for Hello Kitty, announces Hello Kitty x Mad Barbarians, an inventive and contemporary collaboration with Japanese design sensations Mad Barbarians.

A design duo whose work is influenced by "pop, rock, cute, and foolish", Mad Barbarians designers Katsuya Saito and Masumi Ito are among Japan's most fantastical emerging artists.

This innovative agreement from the newly created Sanrio Global Consumer Products division builds upon SANRIO's global brand strategy and capitalizes on Hello Kitty's international status.

"This is one of those collaborations that our designers and hardcore Hello Kitty fans get super-excited about!" says Dave Marchi, Brand Marketing Manager for SANRIO.

"The look of this line probably won't appeal to every Hello Kitty fan out there, but those who get it will go crazy for it!"

The Hello Kitty x Mad Barbarians collaboration is an original and serendipitous partnership that brings a unique look to the Hello Kitty brand.

The fusion of Japanese design, underground art, and SANRIO's iconic imagery has created a distinctive style and approach for design concepts that interpret Hello Kitty in the Mad Barbarians' signature style.

Product concepts and merchandising mediums will be utilized in apparel, accessories and compelling lifestyle products to complement SANRIO's legendary merchandise mix.

The Hello Kitty x Mad Barbarians collaboration will debut in the U.S. exclusively at specialty retailer Hot Topic for Holiday '08, followed by a European roll out for Spring '09.

"The combination of Hello Kitty and Mad Barbarians creates a bold new look fusing pop art and nostalgia with a modern Japanese punk aesthetic," said Janet Hsu, President of Sanrio Global Consumer Products.

"As Mad Barbarians' work emerges as an imaginative and diverse art style, we are energized to see how their styles merge with our properties."

The Mad Barbarians artists, Katsuya Saito and Masumi Ito, will be making a special appearance and autograph signing at Comic-Con from July 24-27. They will be appearing at the Toy Tokyo and Munky King Booths. High resolution image available upon request.


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