Sanrio continues to make big deals in apparel, accessories and footwear. And now, children's clothing company, Tea Collection, has announced the launch of a new capsule collection in partnership with the global lifestyle brand. The collaboration features many of Sanrio's characters including Hello Kitty, Badtz-maru, Keroppi, My Melody and Pompompurin. 

The collection, for kids sized 0-16, has new kawaii graphics and prints showcasing Hello Kitty and Friends on T-shirts, dresses, rompers and more. The launch is part of Tea Collection's new fall line, which coincides with Tea's 20th anniversary and is inspired by Sanrio's Japanese heritage. 

"We wanted to honor Tea's 20th anniversary in a special way this year,” says Leigh Rawdon, founder and chief executive officer, Tea Collection. “We're thrilled to be celebrating this milestone and the launch of our new Japan collection with such a universally beloved brand." 

"We're so excited to partner with Tea Collection for this one-of-a-kind line that features practical luxury and inspired design from their dedicated team of artists," says Jill Koch, senior vice president, marketing, sales and business development, Sanrio. "Going beyond the product offerings, Tea joins Sanrio with the same value of encouraging worldwide kindness by giving back 10% of profits for projects and organizations aimed at creating a better future for everyone, everywhere." 

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Tea Collection blends the beauty of different cultures from around the world with ethical sourcing practices to bring modern design to children's clothing. With Sanrio emphasizing the importance of friendship and togetherness for over 60 years, the collaboration between the like-minded brands aims to be a meaningful one. 

The Tea Collection x Hello Kitty and Friends collection will be available on July 21. 

Sanrio is exhibiting at Brand Licensing Europe 2022. Find out more info here.