Hello Kitty

Mattel and Sanrio, Creator of Hello Kitty, Reach Licensing Agreement

The toy lines and games will available in North America, Europe, Latin America, Australia and New Zealand beginning Fall 2020.

Mattel announced on Tuesday an international licensing agreement with Japan's Sanrio, bringing Hello Kitty and Friends into the house that Barbie built.

"Through this new partnership, Mattel will design and develop a wide array of toys, dolls, playsets, games, puzzles, baby gear, plush, vehicles and other products inspired by Hello Kitty & Friends and Hello Kitty Cafe, as well as a range of characters in the Sanrio portfolio, including Hello Kitty, Keroppi, Chococat, Badtz-Maru, Little Twin Stars, Tuxedosam, Pompompurin, My Melody, Hangyodon, and Pochacco, among others," according to a statement issued from Mattel's El Segundo headquarters.

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The toy lines and games will available in North America, Europe, Latin America, Australia and New Zealand beginning Fall 2020.

"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.

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"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," she said.

Added Sanrio COO Craig Takiguchi: "Mattel is the perfect partner to align with our mission to evolve the brand and connect with Sanrio fans worldwide. 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." 

The statement did not discuss the agreement's financial implications.

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