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

June 5, 2019

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.

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.”