Primark launches Hello Kitty 50th anniversary collab, mulls international click & collect

Primark is going big on Hello Kitty under a collaboration with the Japanese brand’s owner Sanrio Corp to mark the cult character’s 50th anniversary. It’s also mulling a click & collect extension, possibly including international markets.

How big will the Hello Kitty offer be? The exclusive collection for the UK features over 100 items across clothing, accessories and homewares.

And Primark is expecting a major sales lift as the entire range “embodies the timeless charm of Hello Kitty, that all generations know and love”.

Clothing includes loungewear, nightwear, graphic tees plus accessories including collective bags “infused with the signature kawaii style of the beloved character”. Prices range from £1/€1.50 to £25/€30 “as part of Primark’s commitment to providing affordable choices for everyone”.

To support the in-store launch, the retailer is also opening Hello Kitty cafés in selected locations across the UK this month, including Birmingham, Manchester Market Street, Manchester Trafford, Edinburgh and Braehead, until June.

Sarah Jackson, Director of Licensing, Primark said: “We pride ourselves on our extensive license offering.”

Primark is certainly strong on a diverse range of collaborations that has most recently included a fashion line with Rita Ora late last year, a Christmas range featuring the Grinch character, and a combined product/food launch with baked goods retailer Greggs.

Meanwhile the retailer’s CEO has said the chain is looking to expand its click & collect trial to more stores with a possible launch outside the UK.

At the LIVE Retail Week x Grocer conference, Paul Marchant said: “It plays into our bricks-and-mortar strategy because it is driving more customers to the stores. They’re filling a big basket online to collect, when they come into store they’re then adding a second basket.

“I’d like to think that the next stage of communication around click-and-collect is that we’re looking to expand that trial into more stores, maybe even more markets.”

But he stressed that a full online offer still isn’t on the cards as it wouldn’t work given the companies business model with very low selling prices.