Mattel, Sanrio Play with Hello Kitty Toy Lines

Sanrio’s newest partnership is with none other than Mattel.
License Global

December 4, 2020

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Sanrio has partnered with Mattel for a new toy and accessories collection featuring Sanrio characters Hello Kitty, My Melody and Badtz-Maru. The line will be available at Amazon and Smyths in the U.K. beginning January 2021.

“This collection offers Sanrio fans a whole new way to experience the brand in a fun and entertaining way,” says Jill Koch, senior vice president, sales and business development, Sanrio. “Over the past 60 years, Sanrio has cemented a legacy built on the foundation of Small Gift, Big Smile, and this collection with Mattel encompasses that so well.”

The collection taps into nostalgia and includes a doll line, playsets with fan-favorite characters, surprise elements, collectibles and stationery for all Hello Kitty and Sanrio fans. ​

Highlights from the collection include:

  • Sanrio Double Dippers: collectible sets filled with sweet surprises. Each set includes one Hello Kitty figure, one removable hat accessory and one donut or cake accessory;
    • Hello Kitty and Friends Éclair Doll: Éclair doll comes dressed in clothes and accessories like glittery high-top sneakers, a vinyl skirt and bow headpiece to match her bestie, Hello Kitty;
      • Hello Kitty and Friends Stylie Doll: Stylie doll comes dressed in trendy clothes and accessories like glittery high-top sneakers, a vinyl skirt and bow headpiece to match her bestie, My Melody;
        • Hello Kitty and Friends Jazzlyn Doll: For fashion play, Jazzlyn doll comes dressed in clothes and accessories like glittery high-top sneakers, a vinyl skirt and headpiece to match her bestie, Badtz-Maru;
          • Hello Kitty and Friends Minis Hamburger Diner Playset: Savor the fun with this Hello Kitty Hamburger compact loaded with fun surprises;
            • Hello Kitty and Friends Minis Tea Party Playset: Pinkies up for this Hello Kitty Tea Party compact filled with surprises;
              • Hello Kitty and Friends Minis Beach Pencil Playset: Make a splash with this Hello Kitty Watermelon beach-themed pencil box set that features a playset, storage and stationery supplies;
                • Hello Kitty and Friends Minis Carnival Pencil Playset: This Hello Kitty Candy Carnival pencil box set features a playset, storage and stationery supplies;
                  • Hello Kitty Plush: Made with soft fabrics and 8-inches tall; and
                    • Sanrio Surprise Stamper: These Sanrio Surprise Minis collectibles are triple the fun, with 8 to collect. Each figure is a self-stamper, pencil-topper and keychain.

                      “The toy range will be an amazing combination of both cuteness and freshness, and we are sure consumers will be excited,” says Silvia Figini, chief operating officer, Sanrio – EMEA, India and Oceania, Mr

                      Men – Worldwide. “Both young girls and their mothers will love spending time together playing with the tiny accessories and the surprise collectibles.”

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