Sanrio Signs New Master Toy

New Hello Kitty offerings on the way from Just Play.

Sanrio has named Just Play as the master toy licensee for its Hello Kitty brand and tapped KIDdesigns for branded electronics and mobile accessories.

Just Play was also Sanrio’s plush licensee for the past two years and will now work with the company to develop new themes and play opportunities in the toy category. New offerings will include an array of toys such as a the Hello Kitty pretend grill, Hello Kitty birthday cake set, collectible figures and more.

Vehicles and remote control toys from Sanrio’s continuing partner, Jada Toys, will also complement the new range, which will be made available at mass and online retail outlets this year.

Additionally, Sanrio has tapped KIDdesigns and iHome for Hello Kitty-branded electronics and mobile accessories.

This is KIDdesigns’ second collection in partnership with Sanrio and will include items such as the Hello Kitty sing-along microphone, mobile accessories and Bluetooth speakers. Meanwhile, the iHome Hello Kitty collection will feature multiple styles of noise-canceling headphones as well as earbuds.

Most of the KIDdesigns and iHome collections will be made available at electronics retailers, as well as mass and specialty stores across the U.S. this fall.