Ju-Ju-Be Unveils Exclusive Collection with Sanrio® & Tokidoki

Limited-Edition "Dream World" Available to Consumers November 17th, 2015

Last night tokidoki, the pop culture brand meaning "sometimes" in Japanese, and Sanrio, the global lifestyle brand best known for the beloved pop icon Hello Kitty®, unveiled their print design collaboration with Ju-Ju-Be® (ju-ju-be.com), the function-meets-fashion bag company, at tokidoki's 10th anniversary party in downtown Los Angeles. This never-before-seen collection, entitled "Dream World", will be available to consumers on November 17, 2015. "Dream World" will be featured on every style in Ju-Ju-Be's line of bags and accessories, including diaper bags, tote, bibs, and backpacks. It will also be available in a new style, Be Bop, which will only be available on sanrio.com, tokidoki.it and ju-ju-be.com.

The custom "Dream World" pattern features Hello Kitty, an all-star cast of colorful characters from tokidoki's universe, and elements from Ju-Ju-Be's design arsenal. Set on a neutral background with vibrant pops of color, this bag comes to life with characters from tokidoki's universe as well as Hello Kitty herself.

In 2012, Ju-Ju-Be launched its first collaboration with tokidoki, and the two companies have since released a number of successful collections together. Nearly a year ago, Ju-Ju-Be and Sanrio introduced their very first collaboration -- a line of Hello Kitty diaper bags, backpacks, and other accessories. "Dream World" is the first time all three companies have worked together to create a single print.

"With popular elements from Hello Kitty tokidoki and Ju-Ju-Be, 'Dream World' is sure to be a sell out!," said Kristin Hunziker, Ju-Ju-Be's co-founder.

About tokidoki®
tokidoki, which translates to "sometimes" in Japanese, is an internationally recognized and iconic lifestyle brand based on the vision of Italian artist Simone Legno and his partners, serial entrepreneurs Pooneh Mohajer and Ivan Arnold. Since debuting in 2005, tokidoki has amassed a cult-like following for its larger-than-life characters and emerged as a sought-after global lifestyle brand. tokidoki offers an extensive range of products which include apparel, handbags, cosmetics, accessories, toys and more. Simone Legno, tokidoki's creative director, was born in Rome, Italy and from a very young age developed a deep love of Japan and a fascination with world cultures. As a result of Legno's unique talent and creativity, tokidoki has grown exponentially. Legno has become a frequent speaker and exhibitor throughout the world at museums, universities, conferences and more. As an innovative company, tokidoki is known not only for its eye-popping aesthetic and criminally cute characters but also its megawatt partnerships with the likes of brands such as, Hello Kitty, Karl Lagerfeld, LeSportsac, Barbie, Onitsuka Tiger, Sephora, Marvel, MLB and others. For more information, please visit the tokidoki flagship store in Los Angeles, CA or online at www.tokidoki.it.

Media requests: Tokidoki
Silvano Barba

About Ju-Ju-Be®
Ju-Ju-Be was started by the dynamic duo of diaper bags. Despite the great fashion (and even some great features) of the other brands, there were still some things lacking. No one had put to use the latest in technology. No one had successfully acted on the idea that fashion and function are not mutually exclusive. No one else had delved into the deep realm of microbes and anti-stick coatings. Everyone else said that diaper bags aren't rocket science. Ju-Ju-Be thinks they can be. Along with being a lot of fun! Ju-Ju-Be bags are available at premium boutiques everywhere including Nordstrom, Buy Buy Baby and www.ju-ju-be.com.

Media requests: Ju-Ju-Be
Bill Horn

About Sanrio
Sanrio is the global lifestyle brand best known for pop icon Hello Kitty, who is celebrating her 40th Anniversary this year. Home to many endearing characters including Chococat, My Melody, Badtz-Maru and Keroppi, Sanrio was founded on the 'small gift, big smile' philosophy - that a small gift can bring happiness and friendship to people of all ages. Since 1960, this philosophy has served as the inspiration for the broad spectrum of unique products and experiences. Today, more than 50,000 Sanrio-branded items are available in over 70 countries and upwards of 15,000 U.S. retail locations including department, specialty, national chain stores and over 80 Sanrio boutiques. For more information please visit www.sanrio.com and www.facebook.com/hellokitty.

Media requests: Orsi Public Relations
Dyann Hawkins/Racine Diaz (323)874-4073