Sanrio, XM Studios team up for new merch

Hello Kitty, Kuromi, Keroppi, Retsuko, Gudetama — these are just some of the many characters that have become icons of pop culture thanks to Sanrio, a renowned Japanese lifestyle brand that designs, licenses, and produces a wide array of goods.

This year, Singapore-based producer of premium pop culture collectables XM Studios partnered with Sanrio to produce a range of merchandise and goods to be distributed globally. With this two-year deal, XM Studios is set to produce Sanrio statues, dioramas, and toys to be sold internationally as well as rights to sell softline merchandise such as lifestyle accessories and other products, which will be available in late 2021 in the South-East Asian region.

Sanrio Southeast Asia General Manager Cindy Loh expressed their company’s pleasure in this collaboration. “We’ve seen the amazing work they’ve done before in this space and can’t wait to see our Sanrio products with XM. Our fans are going to be delighted,” said Loh.

“We are extremely excited to be partnering with Sanrio and to be able to have this opportunity to  grow our portfolio of the most sought-after pop culture brands to work with. Sanrio has produced such iconic characters over the years, and we look forward to bringing more of these loved collectables to our fans worldwide,” said Ben Ang, CEO and co-founder of XM Studios.

XM Studios was founded in 2012 and is recognised worldwide for its innovative hand-crafted luxury collectables. It has paved the way for the collectable industry and has risen to one of the top three key players in the industry. With over 200 products designed, a global reach with 21 key distributors, and holding over 11 major licences, XM Studios will expand its portfolio to develop an array of well-loved merchandise with Sanrio.

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