News

Sanrio has announced a licensing agreement with Up With Paper, the world’s leading marketer of innovative three-dimensional greeting cards. Up With Paper will develop a new line of pop-up stationery products featuring pop icon Hello Kitty. The collection will be launched at winter gift shows and at Toy Fair; the agreement is effective immediately.

This new licensing partnership will make Hello Kitty available in a variety of pop-up formats. Produced under the new UWP Kids brand, and featuring the top quality mix of design and paper engineering that Up With Paper fans have come to know and love, these Hello Kitty pop-up products will include a mix of new formats and formats that have been proven at retail.

The Hello Kitty pop-up stationery line will be launched in five product formats: Pop-Up Boxed Notes, Pop-Up Desktop Notes, Pop-Up Notepads, Sticky Notes Pop-Up Portfolios and Pop-Up Portfolio Note Cards. Retail prices will range from $6.99 to $15.99; the stationery will be available at specialty retailers beginning in February 2012.

“We are thrilled to announce this new licensing partnership with Sanrio for one of world’s great brands, Hello Kitty,” said George White, president and COO of Up With Paper. “The multi-generational aspect of the brand, and the strong emotional ties it engenders, make it ideal for our industry. Our new partnership will enable us to introduce legions of Hello Kitty fans to our pop-up stationery products, driving new interest to our category, and our specialty retailers.”

For more information, visit www.upwithpaper.com.