“Mr. Men” is a series of 49 children’s books by Roger Hargreaves first published in 1971. The series features amusing characters like Mr. Strong and Mr. Happy who have personalities and physical characteristics based on their names. Mr. Tickle was the first Mr. Men character created by Hargreaves, inspired by his son, Adam, who had asked him what a tickle looked like. From 1981 onwards Roger Hargreaves also published an accompanying series of 42 “Little Miss” books.

The small, white square Mr. Men storybooks were an instant success, selling more than one million copies in the first three years. Over the years Mr. Men & Little Miss has grown to a happy bunch of 84 uniquely expressive characters. Over 120 million books have been sold, with a Mr. Men book sold every 2.5 seconds worldwide!

In December 2011, the Japanese company Sanrio acquired the rights to Mr. Men and Little Miss. Being famous for its outstanding success with other licensing brands Sanrio has re-envisioned the Style Guides for Mr. Men & Little Miss and is set to apply its brand building expertise on this property, re-vamping the brand’s look and the style guides of the well-known evergreen. Besides the comprehensive classic core style guide, the original guide and the vintage guide will leave no creative wishes left unfulfilled.

The main focus is being put on “Mr. Strong” and “Little Miss Sunshine” and on eight supporting characters. Through its stylish execution this strategy will drive consumer recognition of the brand at retail. The realization of these hip, fashionable lines will support the high appeal of supporting characters such as Little Miss Princess at today’s target groups. Additional product lines, based on the Original and Vintage Style Guides, for specific target groups and selected retail partners, will be implemented.

Consumer will be delighted to experience the new world of Mr. Men & Little Miss. With the apparel and accessory collections, gift articles, plush, home décor and publishing no wishes will be left unfulfilled.

Target Group:
Primary: Kids and tweens aged 4-12
Secondary: Teens, young adults and fans of all ages

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