By Allison Watkinson
TLL Reporter
Alliance Entertainment and Sanrio recently debuted a Hello Kitty vinyl figure at SDCC 2025 through Alliance’s Handmade by Robots brand.
Crafted in the signature style of the Handmade by Robots brand, the licensed Hello Kitty collectible is made from vinyl that is given the look of a hand-stitched or knitted piece.
Dubbed the Hello Kitty Pink edition, the Handmade by Robots x Sanrio collectible debuted exclusively at San Diego Comic-Con (SDCC) from July 24 to 27, 2025.
Attendees of this year’s event were given the chance to view and purchase the collectible ahead of its main retail release through the 7 Bucks A Pop booth (#4945).
“This Comic-Con debut is a celebration of one of the world’s most beloved characters reimagined through our signature design lens,” said Alliance Entertainment CEO, Jeff Walker. “Fans of Hello Kitty and vinyl collectibles alike won’t want to miss this unique release ahead of its broader retail rollout later this year.”
Officially licensed by Sanrio, the new Hello Kitty release marks Handmade by Robots’ latest entry in a growing portfolio of stylized figures based on well-known entertainment franchises.
“We continue to build momentum behind Handmade by Robots, and we’re leveraging our platform to unlock its full potential,” said Walker.
This product launch is part of Alliance Entertainment’s broader expansion strategy for Handmade by Robots, which it initially acquired in December 2024.
Since its acquisition, Alliance has rapidly expanded both the retail footprint and licensing pipeline for the vinyl figure brand.
This expansion is expected to include a variety of new product releases during the second half of 2025 in partnership with global franchises’ such as Star Trek, Jurassic World, Disney, SpongeBob SquarePants, DC Comics and more.
Sanrio is a Japanese company that specializes in creating, developing and licensing multi-platform content, consumer products and experiential attractions for its portfolio of lifestyle brands and character IP.
Photo Source: Alliance Entertainment/Global Newswire.