Jazwares & Sanrio to expand Hello Kitty And Friends range to EMEA

Jazwares has 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, the collection of trendy plush 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.”

“We are thrilled to partner with Jazwares to bring fans across EMEA its iconic, high-quality toys, from plush to playsets and beyond. This partnership strengthens our presence in the toy category while expanding the reach of Hello Kitty and Friends across the region,” said Silvia Figini, Chief Operating Officer, Sanrio – EMEA, India and Oceania Mr Men – Worldwide. “Sanrio is built on meaningful, long-lasting connections, and together we look forward to growing our fanbase and extending that special bond to generations to come.”

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.