Hanky Panky and Sanrio Ink a Deal for Lingerie Collection
Makeup, sportswear, handbags, shoes… the Hello Kitty universe is as diverse as it is surprising. The cute character has been making its way into a variety of beauty and fashion related products among many others for years and the success has proven that the idea is indeed a marketer’s delight. The newest collaboration tackles a bolder challenge from what we might expect. Intimate apparel company Hanky Panky is planning to join the marketing heaven of Hello Kitty themed products and has teamed up with Sanrio for a summer collection.
The reason behind this unexpected collaboration? “A lot of people think this is jut a brand for kids and teens, but many 18 years old and older women have grown up with Hello Kitty and can relate to the brand in a more adult way”, David Marchi, Sanrio senior brand marketing director declared for WWD.
The merge of sweet and sultry and naughty will definitely be an interesting watch especially if we consider the elements that have made the two brands so famous: seductive lacey thongs, boyshorts, camisoles and chemises, bralette and baby dolls and the omnipresent Hello Kitty print and crystal details are just some of the elements that will define the summer lingerie collection.
The fruits of labor of the two brands are set to hit the market starting with the first of June and are said to have price ranges between $27 and $98, depending on the desired piece/combo.
Fans of the two brands will be able to purchase the new products both from hankypanky.com and from sanrio.com.
Photo Courtesy of Hanky Panky