Under a multiyear licensing agreement with Sanrio, Eyewear Designs launches Hello Kitty Eyewear. Targeted to girls, the initial collection features three plastic and three metal frames in variations on rectangular and oval shapes. Each frame features Hello Kitty branding and logo treatments and is equipped with spring hinges. Colors range from blue, brown, honey, lilac and rose to combinations of black and green and black and pink.


PHILOSOPHY:
“We are very excited about working with the Hello Kitty brand. It’s extremely popular and has an incredibly loyal fan base. We believe the collection will appeal to girls who appreciate Hello Kitty while ensuring their parents they are purchasing quality eyewear from a brand they can trust,” says Andrea Gluck, co-president of Eyewear Designs. “The adorable branding, superior quality and phenomenal brand recognition of Hello Kitty make this collection a must-have for ECPs,” adds Tom Maskery, Eyewear Designs executive vice president sales.

MARKETING:
Merchandising materials include countercards, a cube and logo block.

PRICE POINT:
$$. For additional information, contact Eyewear Designs, (800) 645-6596; website: eyeweardesigns.com

INSIGHT
Hello Kitty (full name Kitty White) is a fictional character produced by the Japanese company Sanrio. She is portrayed as a female white Japanese bobtail cat with a red bow. The character first appeared on a coin purse in Japan in 1974. Since then the brand has grown dramatically with annual revenue of more than $1 billion and can be found on a variety of products ranging from school supplies and fashion accessories to high-end consumer goods. Hello Kitty is also the main character at two Japanese theme parks.