Aden + Anais Partner with Sanrio

Baby lifestyle brand Aden + Anais are teaming up with Sanrio to develop a sleeping, feeding and bathing product range for the Hello Kitty property. The line will include limited-edition blankets, snap bibs, hooded towels, washcloths and swaddling cloths. “We are now seeing the Hello Kitty brand experience become generational,” says Jill Koch, senior vice president of brand management and marketing at Sanrio. “Moms who grew up with Hello Kitty will love our collaboration with Aden + Anais for their daughters. The collections blends the sweetness of Hello Kitty with Aden + Anais’ premier line of baby products.” The collection hit shelves this month at the brand’s retailers across the globe and will also be available at select Sanrio stores in the U.S. “We are thrilled to partner with Sanrio on our co-branded line,” says Raegan Moya-Jones, CEO and co-founder of Aden + Anais. “By combining the practical luxury of Aden + Anais’ 100 percent cotton muslin products with the universal charm of Hello Kitty, we are able to deliver a whole new experience to families everywhere.”