Jazwares and Sanrio to expand Hello Kitty and Friends range
Jazwares announced a licensing agreement with Sanrio GmbH, extending Jazwares’ successful Hello Kitty and Friends toy line to Europe, the Middle East, and Africa (EMEA). The agreement will bring Sanrio’s beloved Hello Kitty and Friends characters to even more fans in the region through playful, imaginative products designed for kids and collectors.
Available across key EMEA markets
Available across key EMEA markets, the collection of trendy plush toys and figures, playsets, vehicles, and seasonal items reimagines Hello Kitty alongside fan‑favorite friends including Cinnamoroll, Kerokerokeroppi, Pompompurin, Tuxedosam, My Melody, Kuromi, Pochacco, Bad Badtz‑Maru, and Little Twin Stars.
“Hello Kitty and Friends commands a truly multi-generational, global fanbase, cementing its place as one of the world's most iconic franchises. With Sanrio's exciting plans for 2026 and beyond, we are delighted to expand and further strengthen our partnership to include toy distribution rights across EMEA, where the property enjoys a highly engaged fanbase,” said Jonny Taylor, SVP EMEA & APAC. “We look forward to bringing our world class toy offering to consumers across the region for many years ahead.”
Pop culture
One of the world’s most famous icons, Hello Kitty, first debuted more than 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 embraces Sanrio’s signature kawaii style and the playful, colorful nature through a wide range of toys and collectibles. The expansion of Sanrio’s partnership with Jazwares builds on the success of the initial range of cross-category products first debuted in 2024 in North America and South America.