Baby Milo

Baby Milo

Hello Kitty x A Bathing Ape

Move over Pharrell Williams. Music and streetwear impresario Nigo has a new creative partner: Hello Kitty.
The designer behind the cult brand A Bathing Ape has just struck a licensing deal with Sanrio, the parent company of Hello Kitty, to develop its Baby Milo character into a range of novelty items and accessories. But the companies’ partnership could conceivably extend well past vinyl tote bags and plush toys. Representatives on both sides indicated — albeit in a half-joking manner — that if the pair take a real shine to each other, Sanrio might even consider investing in the edgy label known for its colorful sneakers, quirky T-shirts and camouflage jackets, mainly for men.
Ray Hatoyama, Sanrio’s San Francisco-based chief operating officer, said the Japanese company would be “potentially” interested in buying a stake in Bape’s business. “Maybe,” he laughed, adding his job’s responsibilities include mergers and acquisitions. “I’m open to anything.”
Meanwhile, Bape’s founder and designer, Nigo, whose real name is Tomoaki Nagao, acknowledged he’s open to the idea of selling a stake in his company, Nowhere Co. Ltd., if the right opportunity comes along.
“I am always flexible. For example, I might think it to be a good idea if Sanrio were to say, have a 40 percent stake,” he said with a chuckle.
Nowhere developed the Baby Milo character, a young gorilla with a circular head and an orange face, in 2000 and has featured his likeness on apparel and accessories for both children and adults.
“In the character goods business, Sanrio is a pro among pros. I’ve taken really good care of the Baby Milo character thus far, and with this new opportunity I would like to see him become a [Japan-wide] character,” said Nigo, who also runs his own record label as well as the Billionaire Boys Club and Ice Cream clothing brands in partnership with Williams.
Hatoyama said he thinks Baby Milo will help Sanrio, known for its girly cast of characters, to win over more boys and young male fans.
Sanrio’s initial product lineup, which will be expanded over time, consists of about 40 items, including children’s flip-flops, vinyl tote bags, a tent and a folding chair. The collection, which bows in April, will be sold at about 300 Sanrio stores and other sales points in Japan, but not at Bape’s own stores.