Friday, February 29, 2008

Sanrio and Tokidoki

Sanrio inks Hello Kitty deal with tokidoki

by Gary Rusak

Sanrio, the house of Hello Kitty, has inked a co-branding partnership with Italian design house tokidoki to create a line of products (from accessories to apparel) based on the world-famous feline for the US market.

The tokidoki for Hello Kitty limited-edition collection will feature product ranging from vinyl dolls and jewellery to apparel, including t-shirts, tanks, hoodies, fleece tops, fleece shorts and dresses.

Signature tokidoki style is evident on super cute designs created by the company's artist-in-residence Simone Legno that feature foil, flocking and other unique treatments.

The collection is currently at retailers in Japan and will make its US debut in Metro Park and Macy's department stores in April 2008. Prices range from US$40 (tank tops) to US$92 (hoodies).


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