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A Bathing Ape, Sanrio Plan To Sell So Much Baby Milo Stuff

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A Bathing Ape and Hello Kitty-parent Sanrio have struck up a licensing deal to create range of novelty items and accessories devoted to BAPE's signature "Baby Milo" character. While fans will probably be excited for more random stuff featuring the baby gorilla, reps from Sanrio and BAPE both indicated that if all goes really well, Sanrio kinda-maybe-possibly might want to invest in the streetwear brand.

"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, the founder and designer of BAPE. On the other side of things, Nigo commented that Baby Milo could help Sanrio capture more boy customers, because its characters are mostly pretty girly. (We defy anyone to say that to our personal favorite, Badtz-Maru.)

The collaboration will be launched in April at about 300 Sanrio stores, but won't be stocked at BAPE. It will initially involve about 40 products, including flip-flops, vinyl tote bags, a tent and a folding chair. The tent is a bit confusing.

· A Bathing Ape Signs Licensing Deal with Sanrio [WWD, subscription required]