Endeavor Content, Japan’s Sanrio strike TV deal for Mr Men Little Miss brand

Sanrio picked up the rights to the Mr Men Little Miss brand in 2011

US-based content studio Endeavor Content and Japanese design and licensing company Sanrio have closed a deal to create TV properties around the Mr Men Little Miss brand.

Tokyo-headquartered Sanrio, which is also the company behind Hello Kitty, first acquired the rights to the popular emotions-based preschool brand in 2011.

The deal is part of Endeavor Content’s drive to identify long-term IP that appeals to kids, young adults and their families. To date, Mr Men Little Miss properties have sold over 250 million books worldwide.

The announcement comes just two weeks after Endeavor Content, which is part of US media giant Endeavor, brokered a deal allowing Netflix to acquire the properties of author Roald Dahl.

The Mr Men Little Miss illustrated books were created by British author, illustrator and advertising exec Roger Hargreaves in 1971. The brand features a cast of more than 90 characters who embody their emotions and character traits. The books have been published in 17 languages globally and distributed in more than 28 countries. After Hargreaves died in 1988, his son Adam continued to write and illustrate characters for the brand.

“We are thrilled to take the next step with our partner Sanrio and the Mr Men Little Miss brands to help today’s children learn about their feelings, help empower them as they navigate the process of growing up, and to make them laugh along the way,” said Tamara Rothenberg, senior VP for family, young adults and kids at Endeavor Content.

In addition to Hello Kitty, created in 1974, Sanrio is also the home to other brands such as My Melody, LittleTwinStars, Cinnamoroll, Pompompurin, Gudetama, Aggretsuko, Chococat, Bad Badtz-Maru and Kerokerokeroppi. The company, founded in 1960, is also involved in the entertainment sector, operates several theme parks and oversees a product line-up of around 50,000 products sold in 130 countries.