By Allison Watkinson
TLL Reporter
Jazwares has entered into a multi-year master toy licensing agreement with Sanrio to create Hello Kitty and Friends toy collections.
“Friendship and kindness come in many forms and with the help of Jazwares, we’ll be able to expand those values in so many unique expressions of creativity and play,” said Sanrio COO, Craig Takiguchi. “This broader partnership marks a new era for Sanrio by streamlining our various product lines and providing consistency across our toy and collectible offerings through a collective vision.”
The agreement gives Jazwares the licensing rights to design, manufacture, and market an extensive cross-category line of toys for the Hello Kitty brand.
The deal also includes licensing rights for hundreds of characters from other Sanrio franchises such as Aggretsuko and Gudetama.
The Jazwares x Sanrio products will be available for purchase across North America and South America. Select categories will also be available in territories across Asia and Europe.
Set to launch at mass retail in 2024, Jazwares’ Hello Kitty and Friends toy line will include an array of plush, plastic toys, and seasonal items for both kids and adult collectors. The toys will feature characters such as Hello Kitty, Kuromi, My Melody, Cinnamoroll, and Keroppi.
“Hello Kitty is one of the world’s most popular cross-generational brands and as master toy licensee Jazwares has the tremendous opportunity to be part of its storied legacy at retail, helping shape and create an enormous and vibrant chapter of play,” said Jazwares CBO, Jeremy Padawer. “We can’t wait to introduce fans of all ages to a new level of fun with our Hello Kitty and Friends line that offers an innovative and authentic way to interact with character favorites while also celebrating the beloved brand.”
Founded in 1997, Jazwares is a global toy manufacturing company that creates products for a wide portfolio of wholly-owned and licensed brands. The toy company was acquired by Berkshire Hathaway in 2022. Jazwares currently sells its products in over 100 countries worldwide.