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Yogurtland and Sanrio Launch Co-Brand Partnership

Brands announce limited edition promotion featuring Yogurtland co-branded Hello Kitty® and Sanrio friends merchandise

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Orsi Public Relations
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Dyann Hawkins, dyann@orsipr.com
Emily Mcmullin, emily@orsipr.com

Yogurtland and Sanrio Launch Co-Brand Partnership

July 21st

Brands announce limited edition promotion featuring Yogurtland co-branded Hello Kitty® and Sanrio friends merchandise

Yogurtland, the nation's fastest growing frozen yogurt brand known for its self-serve environment, premium-quality offerings and bright, friendly retail locations, and Sanrio Inc., the global lifestyle brand best known for icon Hello Kitty, have announced a co-brand partnership. Beginning July 21, 2011 (July 28 in Hawaii and Guam and August 4 in Mexico City) limited edition merchandise featuring Sanrio's beloved Hello Kitty and more characters including My Melody®, Keroppi® and Chococat® will be available at all Yogurtland locations for a six-week run.

Through this partnership, co-branded items including a Hello Kitty plush dressed in a Yogurtland uniform, key chains, and t-shirts featuring all four characters will be available for purchase at all Yogurtland locations. Retail prices will range from $3.50 for a key chain to $19.99 for a t-shirt. As part of the partnership, the popular Yogurtland cup and biodegradable spoons will also get a makeover with the Sanrio characters appearing on the collectable cup and spoons provided with each Yogurtland frozen yogurt purchase while supplies last. Yogurtland and Sanrio will also host a promotional sweepstakes for fans to enter for a chance to win special prizes.

"We are thrilled to be working with such an iconic brand as Sanrio," said Alexis Eldridge, Yogurtland Vice President of Marketing. "We think the Yogurtland philosophy of 'You Rule' and Sanrio's philosophy of 'small gift, big smile' speaks to the same core intention - the little things in life can provide the biggest delight."

The high-profile partnership between Yogurtland and Sanrio is the first of its kind for the frozen yogurt industry and is founded on the similarities of the two well-loved brands. Janet Hsu, President of Sanrio Inc., adds that, "Sanrio and Yogurtland are both customer-driven brands that deliver unique experiences to the fans. Sanrio's legions of multi-generational brand loyalists will enjoy Yogurtland's premium frozen yogurt and family friendly atmosphere as well as the supercute limited edition products created especially for this collaboration."

On July 20, Hello Kitty and Sanrio friends will make a special guest appearance at Yogurtland's Beverly Connection location in Los Angeles to kick-off the partnership and unveil the products with a day of festivities and free frozen yogurt from 12 PM to 2 PM. This event will be open to the public and aims to bring Sanrio and Yogurtland enthusiasts together to share a day of excitement and friendship.

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About Yogurtland

Yogurtland is a leader in premium-quality frozen yogurt. Known for its bright, friendly retail locations, Yogurtland offers a self-serve environment where customers have the freedom to create their own servings from a choice of 16 sweet and tart flavors of frozen yogurt and 32 fresh and dry toppings. Founded in 2004 with headquarters in Anaheim, Calif., Yogurtland is the nation's fastest-growing frozen yogurt brand, with over 145 locations in the U.S., Japan, Mexico and Guam. For more information about Yogurtland, please visit the company's web site at www.yogurt-land.com.

About Sanrio

SANRIO, best known for global icon Hello Kitty® and home to many more endearing characters including Chococat®, My Melody®, and Keroppi®, is celebrating its 50th Anniversary this year. August 2010 marks the golden anniversary for the worldwide lifestyle brand that was founded on the "small gift, big smile®" philosophy - that a small gift can bring a big smile to people of all ages. Today, over 50,000 Sanrio-branded items are sold in over 70 countries around the world. In the Western Hemisphere SANRIO character-branded products are sold in upwards of 12,000 locations including department, specialty, national chain stores and over 95 Sanrio boutiques. For more information, please visit www.sanrio.com.
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