Electronic and appliance/Anitech

Editorial staff

"anitech” collabs with Sanrio to expand lower customer age group and reach a broad audience, spanning all age groups, locally and internationally.

"anitech" is making bold strides into the international market, capitalizing on the unstoppable global art toy phenomenon and solidifying its position as a leader in the consumer electronics industry by continuously delivering fresh, innovative experiences to consumers.

It has poured 10 million baht into an exciting collaboration with the globally adored brand "Sanrio” to launch "anitech Sanrio ART N'JOY COLLABORATION," campaign, introducing over 35 products with Sanrio’s legendary characters, to reach fans across generations, particularly within the Kidult community.

Pitchayen Hongpakdee, CEO and founder of Smart ID Group Co, said that the "anitech Sanrio ART N’JOY COLLABORATION" campaign, represents a bold move for both as they dive into the booming global art toy market, which is currently valued at an USD 8.51 billion.

Asia stands at the forefront as the largest market for art toys, accounting for more than half of the total value.

In Thailand, anitech sees immense potential for rapid expansion. The local market is not only growing at an astonishing rate, but consumers here also have a distinct buying behavior—they’re passionate about completing full collections, setting them apart from other regions where purchases are often made for simple enjoyment.

“Our vision extends beyond Thailand. We're also gearing up to make our mark on international markets, from current Lao, Cambodia and Myanmar to Indonesia and philippines. By partnering with a globally recognized brand like Sanrio, we’re able to efficiently," he said.

He adds that the popularity of the art toy industry reflects its growth in accommodating the interests of a new generation of consumers, including adults or 'Kidults' (Kid + Adult) who are passionate about collecting art toys. This dynamic trend has surged beyond mere toy enthusiasts, appealing to those who also indulge in lifestyle and home décor. anitech's products perfectly balance fun and functionality, making its highly distinctive products incredibly sought after.

With the beloved Sanrio characters, known for their unique and adorable personalities, anitech's collaboration with Sanrio to feature characters like Kuromi and Bad Badtz-Maru in a new collection not only meets market demands but also stands out by matching the lifestyle of modern consumers and their quest for uniqueness.

“Through our character marketing strategy, anitech continues to engage and attract today’s diverse consumer base. It took us over two years to select from more than 400 iconic Sanrio characters, leading to the modern and timeless appeal of Kuromi and Bad Badtz-Maru in anitech products, resonating with fans across all demographics, from the young to the young-at-heart, up to 70 years old," he said.

By melding the iconic styles of Kuromi and Bad Badtz-Maru into our products, anitech not only meets the evolving needs of domestic consumers but also taps into global trends that captivate a wider audience.

Anitech expects sales throughout the campaign will reach a minimum of 50 million baht.