Apparel and accessories collection based on the hit Kawaii bear is on the way

 Sagoo, the independent agency which represents the licensing rights for San-X’s popular relaxed bear, Rilakkuma, has brokered a deal with cutting edge lifestyle licensee, DIFUZED. The partnership will see DIFUZED launch a range of apparel across all categories for adults and kids, as well as fashion bags, backpacks and accessories.

The new line will also include tech accessories including phone cases and tablet and laptop covers and sleeves featuring Rilakkuma and friends, and will retail throughout Europe.

Launched in Asia in 2003, Rilakkuma embodies relaxation and a stress-free lifestyle. The chilled-out bear cub quickly became popular in Japan, Asia and the US as it began life as an illustration on products such as stationery. The licensed merchandise quickly grew and to date, 5.8 million of the Rilakkuma story books have been sold, while the new apps launched monthly have over half a million members. In total, over 20,000 Rilakkuma products have launched in Japan.

Now a Netflix star and hugely popular on social media, Rilakkuma is beginning to see the same trajectory of success throughout Europe and leading licensing agency, Sagoo, is partnering with best in class licensees to build a robust consumer products offering in the territory.

Jeremy Orriss – Licensing Director of DIFUZED, comments: “We are very happy to be part of the lovely Rilakkuma family and we are confident that the cooperation between DIFUZED and the Sagoo team will be stress-free just like Rilakkuma and it will create great results. We cannot wait to develop Rilakkuma apparel and accessories collections and have them in retailers all around Europe.”

Veronique Pichon, President, Sagoo, adds: “We’re excited to welcome DIFUZED on board for the rapidly growing Rilakkuma brand. The property is showing signs of the same popularity in Europe as it has enjoyed in Asia and the US, and these new lifestyle products will be perfect for the Rilakkuma fans.”

About Rilakkuma
Rilakkuma (literally “relax bear”) whose favorite things to do are to relax, be lazy, and eat delicious snacks. Rilakkuma is often accompanied by Korilakkuma, a mischievous white bearcub; Kiiroitori, a yellow bird who cleans up after Rilakkuma and Korilakkuma. Rilakkuma’s stress-free lifestyle reminds us that it is important to remember to relax and laugh a little sometimes!

Ever since its merchandise first went on sale by San-X in 2003, the Rilakkuma character has enjoyed immense popularity. After being featured in many merchandising and industry campaigns, it is now widely recognized both in Japan, the USA and Europe. To mark its 15th anniversary, dwarf has brought to bear its world class stop motion animation skills to produce the first animated series featuring Rilakkuma and aired on Netflix.

About DIFUZED
DIFUZED has been a specialist in building the bridge from brand to market since 1994. With the background in design-led product development, our added value is to design trendy, yet timeless products with more than 250 world-wide gaming, entertainment and evergreen brands. We are proud of our collaboration with all these brands and with our 360° approach, we design, produce and distribute apparel & accessories in more than 50 countries. Visit our website to see the full collection of bags, accessories and apparel on www.Difuzed.com or check out Instagram @Difuzed for the latest lifestyle collections.