Licensing News

Jazwares Named Master Toy Licensee for Sanrio Global Sensation Hello Kitty and Friends in NA

Hello Kitty Jazwares

Jazwares, a leading global toy company, announced that it has entered into a multiyear North America master toy licensing agreement with Sanrio to create a toy line inspired by Hello Kitty and Friends. One of the world’s most famous icons, Hello Kitty debuted nearly 50 years ago and remains a pop culture mainstay beloved by fans across generations. Capturing the brand’s core values of friendship, kindness, and inclusivity, Jazwares’ Hello Kitty and Friends toy line will embrace Sanrio’s signature kawaii style and the playful, colorful nature in a wide range of toy products across multiple categories. This agreement also includes Netflix sensations Aggretsuko and Gudetama brands as well as hundreds of beloved Sanrio characters.


Set to launch at mass retail in 2024, Jazwares has secured licensing rights to design, manufacture, and market a robust cross-category line of toys for the treasured brand. The full line will include an array of trendy plush, plastics, and seasonal items for kids and collectors featuring fan-favorite characters like Hello Kitty, Kuromi, My Melody, Cinnamoroll, and Keroppi. The products will be available across North America and South America, with select categories rolling out in territories across Asia and Europe.


“Hello Kitty is one of the world’s most popular cross-generational brands and as master toy licensee Jazwares has the tremendous opportunity to be part of its storied legacy at retail, helping shape and create an enormous and vibrant chapter of play,” said Jeremy Padawer, CBO, Jazwares. “We can’t wait to introduce fans of all ages to a new level of fun with our Hello Kitty and Friends line that offers an innovative and authentic way to interact with character favorites while also celebrating the beloved brand.”


“Friendship and kindness come in many forms and with the help of Jazwares, we’ll be able to expand those values in so many unique expressions of creativity and play,” said Craig Takiguchi, Chief Operating Officer of Sanrio, Inc. “This broader partnership marks a new era for Sanrio by streamlining our various product lines and providing consistency across our toy and collectible offerings through a collective vision.”