Thanks to a licensing agreement for Pembe the Cat, The Toy Fair will experience a wave of kawaii from Copenhagen. The pink cat known for his stealing popularity on Giphy will make a grand debut next month at The Javits Center.

Pembe and his companion Little Pembe will arrive into North America through a range of collectible plush and accessories. The new items are expected to hit shelves in specialty retail stores later this year.

“Pembe uniquely captures the newest driving trend in the pop culture marketplace for tween and teen girls with their adorable Nordic-Kawaii designs along with all of their cute and collectible affirmations,” says Jayson Esterow, President of License-2-Play.

The two pink cats get five to ten million views every day on Giphy, which supplies gifs on its site, apps, and social media. Together, the cats encourage fans to accept themselves through the message “Be you!”

“Pembe The Pink Cat’s product concepts are specifically designed to ignite consumer’s ‘Awww!’ response and drive impulse buys,” says Charlie Day of The Sharpe Matrix Licensing Group. The group represents Pembe globally. Day explains, “The licensing momentum for Pembe is already in full swing across Europe. Since last September’s Brand Licensing Show in London, more than a dozen new licensees have signed on to create a wide range of Pembe products.” Pembe debuted as an IP at the trade show last year.

License-2-Play will be at booth No. 2253. The Toy Fair is scheduled for March 1-4 in New York City. Plan your trip now at toyfairny.com.