Jazwares Named Master Toy Licensee for Sanrio

Jazwares has entered into a multiyear North American master toy licensing agreement with Sanrio to create a toy line inspired by Hello Kitty and Friends. Capturing the brand’s core values of friendship, kindness and inclusivity, Jazwares’ Hello Kitty and Friends toy line will embrace Sanrio’s signature kawaii style and its playful, colorful nature in a wide range of toy products across multiple categories. This agreement also includes Netflix sensations, Aggretsuko and Gudetama, brands and hundreds of Sanrio characters. 

Set to launch at mass retail in 2024, Jazwares has secured licensing rights to design, manufacture and market a cross-category line of toys for the brand. The full line will include an array of plush, plastics and seasonal items for kids and collectors featuring characters like Hello Kitty, Kuromi, My Melody, Cinnamoroll and Keroppi. The products will be available across North America and South America, with select categories rolling out in territories across Asia and Europe. 

“Hello Kitty is one of the world’s most popular cross-generational brands and as master toy licensee, Jazwares has the tremendous opportunity to be part of its storied legacy at retail, helping shape and create an enormous and vibrant chapter of play,” says Jeremy Padawer, chief brand officer, Jazwares. “We can’t wait to introduce fans of all ages to a new level of fun with our Hello Kitty and Friends line that offers an innovative and authentic way to interact with character favorites while also celebrating the beloved brand.” 

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“Friendship and kindness come in many forms and with the help of Jazwares, we’ll be able to expand those values in so many unique expressions of creativity and play,” says Craig Takiguchi, chief operating officer, Sanrio. “This broader partnership marks a new era for Sanrio by streamlining our various product lines and providing consistency across our toy and collectible offerings through a collective vision.”