Sanrio Inc., creator of the beloved international icon Hello Kitty has entered into a licensing venture with trendy intimate apparel company Hanky Panky.
The Hanky Panky for Hello Kitty collection will be the first cobranded women’s collection of lingerie bearing the Hello Kitty name.
The line will be sold in a soft launch at the end of May on hankypanky.com and sanrio.com, and at major department and specialty stores, boutiques, and select Sanrio shops by June 30.
Lida Orzeck, chief executive officer of Hanky Panky, said the Hello Kitty name has crossover appeal for both kids and adults.
“The Hello Kitty name seems to have pretty wide appeal.…Retail reaction from specialty stores and our major [retail] players was very strong when we previewed the collection. Neiman Marcus and Nordstrom have committed to the collection,” said Orzeck.
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The cobranded looks will combine iconic Hello Kitty graphics and logos with Hanky Panky’s signature stretch lace undergarments.
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David Marchi, senior brand marketing director at San Francisco-based Sanrio, agreed that the Hello Kitty name has broad appeal.
“The crossover appeal is huge and astounding and continues to blow my mind,” said Marchi. “A lot of people think this is jut a brand for kids and teens, but many women 18 years and older have grown up with Hello Kitty and can relate to the brand in a more adult way.”
He added that Sanrio is constantly looking for partners who share the same synergies.
“The fun part of my [branding and licensing] department is we get to talk about other companies we would love to work with and a couple of members of our department who are big Hanky Panky fans said we should look at Hanky Panky. When we know it’s something we love and our fans love, we know it will be a great collaboration,” he explained.
Marchi further noted that a viral marketing campaign is being planned to support the launch.
“We will definitely have viral promotions on Facebook and Twitter, and possibly YouTube,” he said.
Key items in the collection will include Hanky Panky thongs, boyshorts, camisoles and chemises embellished with Hello Kitty motifs in crystals on black or pink lace. A second group in the collection includes a bralette and a chemise rendered with an overall Hello Kitty print in black on a white ground with accents of pink trim. Sizes will be S, M and L. Suggested retail will be $27 to $98.
Gale Epstein, creative director at Hanky Panky, noted that she is working on a second Hanky Panky for Hello Kitty collection.
“I’ll be changing the colors of the crystals for the next collection, among other ideas,” said Epstein. She added that a “special event” is being planned to celebrate the collaborative launch, but details have not been finalized.
Sanrio’s Hello Kitty and related products are sold in more than 70 countries and at 12,000 locations in the U.S., including major department and specialty stores, national chains and more than 100 Sanrio boutiques.
Hanky Panky was created in 1977, when Epstein cut up and redesigned embroidered handkerchiefs to create a bra and panty set for the birthday of her longtime friend Lida Orzeck.
Today, the brand has a strong following and is a favorite of celebrities including Rihanna, Angelina Jolie and Halle Berry. All Hanky Panky products are designed and produced in New York City.