Toy Fair: Sanrio, NECA Partner for Toys

NECA (the National Entertainment Collectibles Association) has unveiled its new line of toys featuring Hello Kitty and other top Sanrio characters.

The new collections are part of a licensing agreement between the two companies to create games, collectibles, toys and novelty items for popular Sanrio characters, the first of which will be Hello Kitty.

NECA’s new Hello Kitty line will cater to long-time collectors with action figures and statues, lamps, calendars, tea sets and vintage carrying cases, as well as tabletop games and a HeroClix miniature gaming collection from NECA's games subsidiary, WizKids.

Hello Kitty products will begin launching in North America this summer.

"We are honored to be part of such a beloved brand with such a rich history," says Joel Weinshanker, president and chief operating officer, NECA. "So many fans, our team included, have loved Hello Kitty from the beginning, and we're thrilled at the opportunity to work with Sanrio to serve these loyal fans."