Sanrio Unveils New Hello Kitty Partners

Sanrio has tapped six new licensees to produce a variety of products inspired by Hello Kitty and other characters from Sanrio’s portfolio.

April 6, 2018

Hallmark, Bioworld, Hybrid and more will develop new Hello Kitty products.

First, the company has partnered with Betty Crocker to launch Hello Kitty Strawberry Surprise cookie mix, a new ready-to-bake cookie mix topped with an edible Hello Kitty image. The new cookie mix will be available at grocery stores and mass retailers throughout the U.S. this month.

Kid Cuisine will produce frozen meals with Hello Kitty-shaped foods and surprises. The frozen entrees will hit grocery stores nationwide this summer.

In addition to Hello Kitty, Hallmark has licensed a host of Sanrio characters including Keroppi, Chococat, Badtz-Maru, My Melody, Little Twin Stars, Tuxedosam, Pompompurin, Kuromi and Cinnamoroll. Beginning this summer, Hallmark will spotlight each character in a variety of categories including greeting cards, ornaments, gifts, plush, stationery, stickers and calendars.

Hybrid Apparel has launched an assortment of Hello Kitty apparel

for the young contemporary market. The new collection includes tank tops, baseball t-shirts, cropped shirts, t-shirts, slouched shirts and more. Hybrid Apparel’s collection will be available at Target and Kohl’s, as well as select Sanrio stores and online at

Next, Leg Avenue will launch a line of adult costumes and seasonal hosiery with designs inspired by Hello Kitty, Badtz-Maru, Keroppi, Chococat and Little Twin Stars. The costume collection will be available at specialty stores, select Sanrio stores and online at in time for Halloween.

Finally, Bioworld will feature Sanrio’s egg character Gudetama on a range of juniors’ sleepwear, men’s sleepwear, slippers and umbrellas. Bioworld’s range will be available to ship this holiday season and will be available at specialty stores throughout the U.S.

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