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Mattel to Create New Hello Kitty & Friends Toy Lines


Mattel teams with Sanrio in a new partnership to design and develop a new toy line inspired by Hello Kitty & Friends and Hello Kitty Cafe, and other Sanrio characters.


The toy line will include dolls,  playsets, games, puzzles, baby gear, plush, vehicles and other products. The toy lines and games will available in North America, Europe, Latin America, Australia and New Zealand beginning Fall 2020.


The deal also includes a range of other characters in the Sanrio portfolio beyond Hello Kitty, including Keroppi, Chococat, Badtz-Maru, Little Twin Stars, Tuxedosam, Pompompurin, My Melody, Hangyodon, and Pochacco, among others.

“We’re excited to bring the Supercute world of Sanrio to life through toys that will allow for fans of all ages to experience Hello Kitty and Sanrio Friends in new ways,” said Janet Hsu, chief franchise management officer of Mattel. “This relationship is another example of Mattel’s commitment to collaborate with globally-recognized franchises as part of our transformation into an IP-driven, high-performing toy company.”


“Mattel is the perfect partner to align with our mission to evolve the brand and connect with Sanrio fans worldwide,” said Craig Takiguchi, COO of Sanrio. “Their global reach and creative approach to product development and storytelling is like no other.  I am confident that together we will transform our toy business in a unique way that will resonate with generations of Sanrio fans.”