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Sanrio, MLB Properties expand relationship for 2014 season

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Sanrio, Inc., which is best known for Hello Kitty, has continued to grow their partnership with Major League Baseball.

The MLB-themed collection has grown in part with their relationship with the Los Angeles Angels of Anaheim, Los Angeles Dodgers and San Diego Padres themed collection introduced in 2013. 2014 will expand to all 30 MLB teams.

Opening Day marks a big day for Sanrio and the Hello Kitty brand. These products which include, team baseballs, pins, key chains, magnets and plush, cell phone covers, bags and more, will be available at the instadium stores of every MLB team, select retailers, sporting good and specialty stores and MLB.com

Sanrio has been around for over 50 years, and their brand has focused on the ‘small gift, big smile’ philosophy. Combine that with the global success of Hello Kitty, who is celebrating her 40th anniversary this year, its no wonder this relationship with Major League Baseball continues to build. Two brands with a reach that expands to all people, all over the world is definitely great for business.

David Marchi, Sr. Director of Brand Management and Marketing at Sanrio, Inc. discussed why the partnership is so important and what it means for the younger audience.

"Our new relationship with MLB offers fans a wide selection of products and invites them to show their team spirit as well as their love for Hello Kitty. Season after season, we look for new and creative ways to expand our offerings to reach specific fans, so teaming up with an iconic brand like Hello Kitty gives our fans a fun new way to support their favorite team,”

This sentiment was reinforced by Howard Smith, Senior Vice President, Licensing, Major League Baseball, who is looking to target a new audience and a new fanbase that appeals to a teen and tween demographic.

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