Last Updated on December 27, 2019 by Danielle
Sanrio partners with Jumini Toys on Mr Men and Little Miss toys.
Sanrio announced a partnership with Jumini Toys, a traditional wood toy maker, to create a new toy line based on the Mr Men and Little Miss brands.
The new toy line would start with block and shaped puzzles, train sets, shape sorters and much more. Each toy would feature the shapes and colors of Mr Men and Little Miss characters as seen in the popular children’s books. This new line based on the Mr Men and Little Miss properties would target babies up to preschoolers.
This is part of Sanrio’s plans to boost the Mr Men and Little Miss brands in the preschool and toy markets.
Sanrio’s licensing manager, Sabrina Segalov, stated that last year the company had experienced significant growth in the baby category. This is due in part to launching board books as well as their success with baby apparel.
With the Jumini Toys partnership, Sanrio is solidifying the brand where it believed it was necessary based on its business analysis. Now Sanrio is looking to secure a premium plush deal targeting baby and preschoolers. Segalove mentioned their dream would be to have a complete collection of all ninety characters.
Sanrio previously formed a partnership with Bebe Style to create a line of wooden furniture for children’s rooms and nurseries. This collection is expected to launch later this year.