US content studio Endeavor Content and Japanese design and licensing firm Sanrio have struck a deal to create television properties around the Mr Men Little Miss brand.
Tokyo-based Sanrio, which is also the company behind Hello Kitty, first acquired the rights to the popular emotion-based preschool brand in 2011.
The deal is part of Endeavor Content’s drive to identify long-term intellectual property that appeals to children, young adults and their families. To date, the Mr Men Little Miss properties have sold over 250 million pounds worldwide.
The announcement comes just two weeks after Endeavor Content, part of US media giant Endeavor, struck a deal for Netflix to acquire the properties of author Roald Dahl.
The Mr Men Little Miss illustrated books were created by British author, illustrator and advertiser Roger Hargreaves in 1971. The brand features a cast of over 90 characters who embody their emotions and character traits. The books have been published in 17 languages around the world and distributed in more than 28 countries. After Hargreaves’ death in 1988, his son Adam continued to write and illustrate characters for the brand.
“We are thrilled to take another step forward with our partner Sanrio and the Mr Men Little Miss brands to help today’s children learn about their feelings, help them empower themselves throughout the growing process and make you laugh along the way, ”said Tamara Rothenberg, senior vice president for family, young adults and children at Endeavor Content.
Besides Hello Kitty, established in 1974, Sanrio is also home to other brands such as My Melody, LittleTwinStars, Cinnamoroll, Pompompurin, Gudetama, Aggretsuko, Chococat, Bad Badtz-Maru and Kerokerokeroppi. The company, founded in 1960, is also active in the entertainment industry, operates several theme parks and oversees a product line of approximately 50,000 products sold in 130 countries.