Gaming and esports marketing agency Player 2 and global lifestyle brand Sanrio have announced a partnership that will see the two collaborating to grow gaming-related licensing partnerships for its Hello Kitty & Sanrio characters (including Aggretsuko and Gudetama) across the EMEA, India, and Oceania regions. Player 2’s work will also include global gaming-related partnerships for Sanrio’s iconic Mister Men & Little Miss characters.

Player 2 will lead the efforts to develop specific in-game collaboration programs that bring awareness of the Sanrio characters to young consumers, while expanding its gaming-related product offerings across in-game activations, peripherals, merchandise collaborations, and esports.

“We are thrilled to have the opportunity to further introduce Hello Kitty and friends along with the Mister Men & Little Miss characters to gaming audiences,” said John Pierce, Player 2 Managing Partner.   “We look forward to collaborating with the Sanrio team to create intriguing and relevant gaming-related partnerships.”

“Sanrio has been creating smiles for over 50 years,” said Silvia Figini, Chief Operating Officer, Sanrio- EMEA, India and Oceania, Mr. Men – Worldwide. “We’re excited to partner with Player 2 to bring the values, optimism and smiles of our iconic characters to gaming enthusiasts everywhere.”

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