Sanrio has teamed up with baby lifestyle brand aden + anais to bring Hello Kitty to a range of sleeping, feeding and bathing products.
The limited edition collection will include swaddling cloths, a blanket, snap bibs and a hooded towel and washcloth set all featuring Hello Kitty imagery.
“We are now seeing the Hello Kitty brand experience become generational,” says Jill Koch, senior vice president of brand management and marketing, Sanrio. “Moms who grew up with Hello Kitty will love our collaboration with aden + anais for their daughters. The collection blends the sweetness of Hello Kitty with aden + anais’ premier line of baby products.”
The collection launched this month at aden + anais retailers globally and will also be available at select flagship Sanrio stores in the U.S. and Japan.
"We are thrilled to partner with Sanrio on our co-branded line," says Raegan Moya-Jones, chief executive officer and co-founder, aden + anais. “By combining the practical luxury of aden + anais’ 100 percent cotton muslin products with the universal charm of Hello Kitty, we are able to deliver a whole new experience to families everywhere.”