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Mattel will produce toys based on Hello Kitty and other Sanrio characters

Sanrio, the maker of Hello Kitty and Friends, has signed an agreement with Mattel for a new toy line

June 07, 2019

hello kittyMattel Inc. has announced an international licensing deal with Japan-headquartered Sanrio Co., Ltd. Sanrio’s best-known character is Hello Kitty, a little anthropomorphic cat girl and it is one of the most successful marketing brands in the world.

“We’re excited to bring the super cute 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,” Janet Hsu, Mattel’s chief franchise management officer, said in a statement.

With this agreement, Barbie-maker Mattel will develop toys, dolls, play sets, games, plush toys and other products based on Hello Kitty, Keroppi, Chococat, Badtz-Maru, Little Twin Stars and other Sanrio characters.

Mattel, Inc. is an American multinational toy manufacturing company founded in 1945 with headquarters in El Segundo, California. Its products and brands include Fisher-Price, Barbie, Monster High, Ever After High, Polly Pocket, Hot Wheels and Matchbox, Masters of the Universe, American Girl, board games, and WWE.

Sanrio Co., Ltd. is a Japanese company that designs, licenses and produces products focusing on the kawaii segment of Japanese popular culture. The company has produced a line of character merchandise around gift-giving occasions and Hello Kitty was added to the lineup of early Sanrio characters in 1974. Their products include stationery, school supplies, gifts and accessories that are sold globally as well as at specialty brand retail stores in Japan.

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