HTI Toys has partnered with Sanrio

HTI Toys has partnered with Sanrio in a multi-territory licensing deal to launch a Hello Kitty and Friends preschool roleplay range, set to arrive in stores in Q4 2026.

The My First Role Play collection will feature popular Sanrio characters such as Hello Kitty, Cinnamoroll, My Melody, Kuromi, and others. The agreement covers the UK, Ireland, the EU, the EEA, and additional markets including Turkey, Switzerland, and Ukraine, supporting HTI’s long-term early years strategy.

Focus on preschool role-play themes

The range will focus on key preschool roleplay themes, including domestic play, caregiving, social interaction (such as doctor, vet, and shop sets), and simple tech-inspired items.

HTI highlighted the strong, lasting appeal of Sanrio characters across generations and emphasized the collaborative development process to ensure authentic play experiences. The company also noted the collection’s commercial potential for retailers, with a cohesive structure that allows for cross-merchandising, seasonal updates, and future expansion.

Source: https://www.toysnplaythings.media/hti-toys-signs-hello-kitty-and-friends-licensing-agreement/