'Is this defective?' Hello Kitty, Manggle Bear go bronze in tanning character collabs

As midsummer temperatures climb past 30 degrees Celsius, fashion and beauty brands are racing to roll out "tanning" character collaborations featuring sun-bronzed versions of familiar mascots.

Industry sources said Tuesday that marketing campaigns built around tanned, copper-skinned takes on popular characters are spreading this summer. The twist sets seasonal editions apart from their originals while fitting the summer mood — a combination that has proven popular with consumers.

Spao, operated by Eland World, launched a "Tanning Manggle Bear" collaboration Tuesday, putting T-shirts and pajamas on sale from 11 a.m. The concept imagines Manggle Bear heading off on a summer vacation, with sun-kissed skin and Hawaiian-inspired accessories evoking a holiday feel. Spao had already built a following with its original Manggle Bear pajama line.

Zara, the SPA (specialty retailer of private label apparel) brand, recently unveiled a kids line featuring a "Tanning Hello Kitty." Word spread that sizes meant for 13- to 14-year-olds also fit adult women, and some products — including a sleeveless knit printed with the tanned Kitty — sold out.

Uniqlo is also running a "Tanning Hello Kitty" collaboration through its custom T-shirt service UTme. The brand added a tanning Kitty option to the character sticker selection available on in-store tablets, and the design has gained traction on social media.

CJ Olive Young made a tanned version of Miffy the central character of its collaboration this month. Customers who purchase Avène products receive gifts including a Tanning Miffy hand towel, name tag and pouch, while buyers of an Objet sun stick receive a color-changing Miffy hand mirror — the white rabbit's skin turns brown when exposed to sunlight. CJ Olive Young drew attention last summer with a tanning Sanrio Characters collaboration as well.

"By presenting proven, popular characters in tanning versions, brands can refresh consumer attention and capture the interest of younger shoppers," an industry official said.