Mr Men makes play for pre-school with Jumini Toys partnership

Sanrio has secured a new partnership with the traditional wooden toy maker, Jumini to develop a heritage line based on the popular Mr Men brand.

Targeting babies through to pre-school, the range will kick off with an assortment of block and shaped puzzles, train sets, shape sorters and more, each featuring the shapes and colours of the Mr Men and Little Miss characters.

The new deal arrives as Sanrio details its plans to increase efforts and strengthen the Mr Men and Little Miss brand in both the pre-school and toy markets.

“Over the past year, we have really grown in the baby category with the launch of board books and further success in apparel,” Sabrina Segalov, licensing manager at Sanrio, told

“With a toy partner on board, we are strengthening the brand in this area and are now very keen to secure a deal on premium plush, also targeting baby and pre-school. A colourful collection of all 90 characters would be the dream.”

The Jumini partnership follows a recent deal with Bebe Style who has joined the Sanrio portfolio to develop a range of wooden furniture for children’s rooms and nurseries. The collection will launch at the end of the year.

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