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 | Toys

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.


Hasbro acquires Entertainment One thumbnail

Hasbro acquires Entertainment One

The toy maker buys Peppa Pig owner eOne in all-cash deal eight times bigger than its Power Rangers acquisition in ...

Lunch bites #3 thumbnail

Lunch bites #3

This week we look at the return of The Matrix, why, oh why, Tom Holland can’t catch a break, and ...

Taylor Swift and Stella McCartney collaborate on Lover collection thumbnail

Taylor Swift and Stella McCartney collaborate on Lover collection

Collaborative fashion line launches to coincide with the popstar’s latest album, kicking off with a NYC pop-up opening this weekend

Press Releases

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year

Henson back catalogue hits Amazon thumbnail

Henson back catalogue hits Amazon

More than 100 days’ of The Jim Henson Company’s content including Fraggle Rock now streaming on Amazon Prime Video

Pingu cooks up creative competition thumbnail

Pingu cooks up creative competition

Readers of lifestyle mag Lettuce Club are tasked with inventing tasty Pingu-themed recipes

Diesel Brothers game rolls out thumbnail

Diesel Brothers game rolls out

The Diesel Brothers: Truck Building Simulator video game is based on the hit Discovery Channel TV series