Sanrio Plans Hello Kitty Toy Range

Hello Kitty co-brands with Grandi Giochi’s Amore Mio and Pop-Up Dolls.

Sanrio has partnered with Grandi Giochi, an Italy-based toy manufacturer, to launch a range of Hello Kitty-branded toys in Europe and the Middle East.

The new line will feature a range of toy cosmetics, as well as an extensive line of role play and dolls, including several co-branded collections with Grandi Giochi’s Amore Mio and Pop-Up Dolls brands.

“We are very thrilled for this collaboration,” says Lelio Bruno, president, Grandi Giochi. “It is key for our growth strategy and we are focusing our efforts in R&D and communication to build together with Sanrio a new range of appealing products that will guarantee a strong relaunch of the toy category in 2017.”

The Hello Kitty collection is expected to roll out next spring throughout Europe and the Middle East.

“With a fresh and cutting-edge approach, Grandi Giochi will enhance Sanrio’s values based on the continuous search of unexpected, affordable and fancy solutions to bring happiness to our customers and make them smile,” says Sandrine de Raspide, chief operating officer, Sanrio. “This line will nicely complement our new toy electronics range from Lexibook launching by the end of this year.”