Mattel and Sanrio fashion ties up for Barbie and Hello Kitty

The two iconic doll brands have collaborated to launch a range from early next year.

November 11, 2020

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This collaboration will be brought to life across the product range in a new co-branded style guide designed by Mattel’s creative group in association with Sanrio.

Mattel has partnered with Sanrio to create a new association between the iconic doll brands – Barbie and Hello Kitty, marking their collaboration for the first time as the two have come together in the consumer products segment.

The association will see the development of a colorful and contemporary product line aimed at kids and adults that will span accessories, apparel, health and beauty, and footwear. The range will roll out across EMEA from early next year with a focus on soft lines initially, but, it will expand with more products added at intervals throughout 2021.

A vibrant new Barbie x Hello Kitty creative has been designed for the purpose, uniting the logos and creativity of both brands to create a distinctive and standout look. This will be brought to life across the product range in a new co-branded style guide developed in El Segundo by Mattel’s creative group in collaboration with Sanrio.

Lisa Weger, Mattel’s regional head of consumer products for EMEA, said: “We’re excited to bring the world of Hello Kitty to life through this consumer product partnership with Barbie. The collection will enable fans of all ages to experience Hello Kitty and Barbie through a range of products that positively capture both these iconic brands’ essence.

Silvia Figini, chief operating officer, Sanrio – EMEA, India and Oceania, Mr Men – Worldwide, commented: “We are extremely happy to collaborate with a global icon like Barbie. Brand partnerships are part of our DNA and they are consistent with Hello Kitty’s motto: ‘You can never have too many friends’. We share some key values such as friendship, kindness and inclusivity, and we have a common fanbase of girls and young women who grew up loving both characters and are willing to pass this love to their own daughters. The range of products will be an amazing combination of both brands and we are sure consumers will be excited.”

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