Sanrio welcomes new baby and toddler partners for Mr Men

PBFA and Jupiter Toys to produce early learning and wooden toys for brand.
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Sanrio has added a brace of partners in the toy category for Mr Men & Little Miss.

UK agent Fluid World has signed up PBFA - which is part of the Li & Fung group) to produce a range of Mr Men and Little Miss early learning toys featuring the classic characters. The collection will include a Wowzzle electronic puzzle, a baby laptop, teether keys and mobile phone, in addition to traditional toys like stacking cups and bath squirters.

Meanwhile, in conjunction with Peter Black's electronic learning range, Jupiter Toys will launch a Mr Men and Little Miss wooden toy line. The range will include a toddler truck, stacking blocks, learning clock, activity cube, shape sorter and wooden puzzles, before branching into other lines.

In line with Sanrio strategy of differentiating characters and age groups, the packaging for the ranges will feature the infant and toddler specific style guide.

"Having loved the books and the original series as a kid, I am delighted to be involved in bringing the Mr Men and Little Miss to a new generation of children," said Charles Simmonds, MD of Jupiter Toys. "There's a synergy between the content of the stories, the style of the artwork and the wooden toys that Jupiter Workshops specialises in making."

Ian Billetop, commercial director of PBFA Gifts & Toys, added: "We are very excited to be working with Sanrio on such a prestigious property."

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