Sanrio's global lifestyle brand Hello Kitty continues to grow with a series of new products and partners slated for this year.

With a notable increase in the hardlines and infant categories, partners including Blip, Fashion Angels, Just Play and University Games are planning new product in the toy category; MMA International and Street Flyers in the sporting goods category; Baby Trend, Ginsey and International Playthings in the infant category; and LeapFrog and VIZ Media in the digital and publishing categories. 

Ongoing partnerships continue to boost the brand as well, including Dynacraft bikes and Bell protective gear and helmets, Street Flyers for active skates, skateboards and pogo sticks and Ty, Jada Toys, Mega Brands and Horizon continuing as mainstay hardlines partners.

In the infant market, partnerships include co-branding with aden + anais and Trumpette for products for newborns, infants and toddlers.