Rubies Secures Hello Kitty and Friends Dress-Up Deal with Sanrio

Rubies has signed a new licensing agreement with Sanrio to develop and distribute a major new range inspired by Hello Kitty and Friends.

Launching in 2027, the collection will span costumes, accessories and toyetic playsets for children and adults, bringing some of Sanrio’s most recognizable characters into the dress-up category across EMEA, Australia and New Zealand.

The range will feature fan favorites including Hello Kitty, My Melody, Kuromi, Cinnamoroll, Pompompurin and Bad Badtz-Maru, tapping into the huge multigenerational appeal of the Hello Kitty and Friends universe in readiness of the Hello Kitty movie launching 2028. Designed for both children and the rapidly growing adult fanbase, the collection will create year-round retail opportunities spanning Halloween, Book Day, cosplay, gifting and 365 dress-up.

The launch also responds to the continued popularity of Sanrio characters with Gen Z and millennial consumers, opening significant opportunities beyond traditional children’s dress-up.

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“Hello Kitty and Friends is an extraordinary brand with global recognition, huge cultural relevance and an incredibly passionate, multigenerational fanbase," says Keely Brenner, licensing and marketing director, Rubies. "This is exactly the kind of partnership we want to build at Rubies – working closely with world-class licensors, creating great product and finding new ways for fans to engage with the characters they love.”

“At Sanrio, choosing the right partners is at the heart of every successful collaboration, as shared values and a common vision are key to bringing each project to life and creating meaningful experiences for our fans," says Silvia Figini, chief operating officer, Sanrio, EMEA, India and Oceania and Mr Men worldwide. "For us, fostering human connections, creating smiles and bringing friends and families together are the focus of what we do. That’s why we couldn’t be more thrilled to partner with Rubies. Their expertise, creativity and unique creations will create new ways for fans and consumers to experience and engage with our beloved characters.”