Mattel Announces Licensing Agreement with Sanrio

Sanrio is saying “Hello!” to Mattel as the toy company has announced it will develop an array of toys, playsets, games, baby gear and much more for Sanrio’s Hello Kitty portfolio.

License Global, Content Editor

June 5, 2019

1 Min Read

Sanrio is saying “Hello!” to Mattel as the toy company has announced it will develop an array of toys, playsets, games, baby gear and much more for Sanrio’s Hello Kitty portfolio.

Mattel will roll-out items based on Sanrio characters such as Hello Kitty, Keroppi, Chococat, Badtz-Maru, Little Twin Stars, Tuxedosam, Pompompurin, My Melody, Hangyodon and Pochaccom, as well as draw inspiration from the Hello Kitty Café, for distribution in North America, Europe, Latin America, Australia and New Zealand beginning fall 2020.

“We’re excited to bring the ‘supercute’ world of Sanrio to life through toys that will allow for fans of all ages to experience Hello Kitty and Sanrio Friends in new ways,” says Janet Hsu, chief franchise management officer, Mattel. “This relationship is another example of Mattel’s commitment to collaborate with globally-recognized franchises as part of our transformation into an IP-driven, high-performing toy company.”

“Mattel is the perfect partner to align with our mission to evolve the brand and connect with Sanrio fans worldwide,” says Craig Takiguchi, chief operating officer, Sanrio. “Their global reach and creative approach to product development and storytelling is like no other. I am confident that together we will transform our toy business in a unique way that will resonate with generations of Sanrio fans.”

Read more about:

Hello KittyMattelSanrio

About the Author

License Global

Content Editor, License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, France Licensing Day, Licensing for Retail, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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