Mattel says hello (Kitty) to Sanrio deal

Toy firm signs international licensing agreement for full range of playthings inspired by Hello Kitty and other beloved Sanrio characters

Written by Rhys Thomas

Posted 05.06.2019 | Products

Mattel says hello (Kitty) to Sanrio deal thumbnail

Mattel has freshly inked an international licensing agreement with Sanrio to produce a full range of toys based on Hello Kitty.

Through this new partnership, Mattel will design and develop a wide array of toys, dolls, playsets, games, puzzles, baby gear, plush, vehicles and other products inspired by Hello Kitty & Friends and Hello Kitty Café .

“We’re excited to bring the Supercute world of Sanrio to life through toys that will allow for fans of all ages to experience Hello Kitty and Sanrio Friends in new ways,” says Janet Hsu, Chief Franchise Management Officer of Mattel. “This relationship is another example of Mattel’s commitment to collaborate with globally-recognized franchises as part of our transformation into an IP-driven, high-performing toy company.”

The deal also extends to a range of other characters in the Sanrio portfolio – including Hello Kitty, Keroppi, Chococat, Badtz-Maru, Little Twin Stars, Tuxedosam, Pompompurin, My Melody, Hangyodon, and Pochacco, among others.

Craig Takiguchi, COO of Sanrio, says: “Mattel is the perfect partner to align with our mission to evolve the brand and connect with Sanriofans worldwide. Their global reach and creative approach to product development and storytelling is like no other. I am confident that together we will transform our toy business in a unique way that will resonate with generations of Sanrio fans.”

The toy lines and games will available in North America, Europe, Latin America, Australia and New Zealand from autumn 2020.

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