Sanrio Joins Squishmallows Squad

A Series of Sanrio characters will transform into the plush toy.
License Global

April 19, 2021

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Kellytoy, a subsidiary of Jazwares, has announced that the brand is debuting an all-new Hello Kitty and Friends Squishmallows squad to retailers now in partnership with Sanrio.

“We know how much fans and collectors have been clamoring for a Hello Kitty and Squishmallows collaboration, so we’re excited to partner with the global icon to bring these characters to fans around the world,” says Jonathan Kelly, co-president, Kellytoy.

Kellytoy is producing five-inch, seven-inch, eight-inch, 12-inch and 20-inch versions of the Hello Kitty and Friends Squishmallows.

Characters include Hello Kitty, Tuxedosam, My Melody, Pompompurin, Badtz-Maru, Chococat and Keroppi. 

Kellytoy will offer various characters such as Hello Kitty dressed as a flower, mermaid, pineapple, or Pompompurin dressed as a burger or sundae.

“For more than 60 years, Sanrio has been committed to spreading friendship and kindness through small gifts,” says Jill Koch, senior vice president of sales and business development, Sanrio. “Plush

has always been a top category for Sanrio that ties back to our heritage. In partnering with Squishmallows, who also aims to fill hearts with love and affection, we can deliver new interpretations of our lovable characters as well as the exciting element of collectability.”

Hello Kitty Squishmallow “squads” are currently available at Claire’s and will hit shelves this month at Hallmark, TJX, Learning Express, Sav-On Foods, London Drugs, Hot Topic, EB Games, Mr. Toys Toyworld, Toymate and Five Below.Costco in the U.S., Canada, Australia, the U.K. and France will carry Hello Kitty collections starting in May and Sanrio.com.

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