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KidKraft Awarded Hello Kitty® License by Sanrio, Inc.

Furniture World Magazine

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KidKraft, a leading juvenile products manufacturer, has been awarded the Hello Kitty license by Sanrio, Inc. to design, manufacture, and distribute selected wood furniture items and accessories. Spearheading its expansion into the tween market, KidKraft will create a range of Hello Kitty wood furniture and accessory items, including a vanity table and ottoman, wall shelves, bookshelves, and occasional tables. “With Hello Kitty, we are focusing on creating quality products that fit the lifestyles of tweens, girls 6 to 12, as they mature,” says Steven Lampert, president of KidKraft. “We know that tweens like to spend time in their rooms. Fun and imaginative room accessories that suggest happiness and friendship, individuality and fashion-forwardness are of great value to these kids.” Retail price points for the collection will range from $12.95 to $224.95. KidKraft’s Hello Kitty licensed products will be distributed primarily to specialty, department stores, and mid-tier retailers, and will be launched at the ABC Kids Expo in Las Vegas, September 21 – 24. “We are very pleased to be working together with KidKraft in developing this exciting new line,” comments Chris Daniels, International Sales & Licensing Manager for Sanrio, Inc. “The KidKraft products emphasize the right combination of fun, fashion and functionality that are exactly the characteristics that the Hello Kitty fan has come to expect.” “While our primary focus will be on the tween market, Hello Kitty’s additional appeal to teenagers brings a broader distribution base. This covers an estimated 31 million tweens and teenagers who have the disposable income - and autonomy - to make their own purchase decisions,” adds Lampert. “Hello Kitty implicitly conveys unique qualities and attributes that tweens are looking for in defining the environment in which they live, learn, and play. We are looking forward to developing an exciting collection, building on the unique and powerful appeal of Hello Kitty.”