Silvia Figini

“These partnerships mark another important step in Born Licensing’s evolution as a specialist agency for advertising and brand-led collaborations,” said David Born, Founder and CEO of Born Licensing.

“Bringing together two UK icons — tea and our beloved characters — this collaboration feels like a perfect match,” said Silvia Figini, Chief Operating Officer Sanrio (EMEA, India and Oceania) and Mr. Men (Worldwide).

“The Mr. Men Little Miss characters are universally recognisable by their simple illustrations and iconic names and are relatable to every age, culture, personality and gender,” said Philippe Alessandri, President of Watch Next Media and Kids First.