Rubies has welcomed Sanrio to its portfolio, with a new collection of costumes, accessories and toyetic play-sets inspired by Hello Kitty and Friends launching across EMEA, Australia and New Zealand.
Launching in 2027, the range will feature characters including Hello Kitty, My Melody, Kuromi, Cinnamoroll, Pompompurin and Bad Badtz-Maru, tapping into the multi-generational appeal of the Hello Kitty and Friends universe, and leading up to the Hello Kitty movie in 2028.
“Hello Kitty and Friends is an extraordinary brand with global recognition, huge cultural relevance and an incredibly passionate, multi-generational fanbase,” commented Keely Brenner, licensing and marketing director at Rubies. “We’re delighted to partner with Sanrio and bring these much-loved characters into dress-up in a bigger way. There is enormous creative potential across costumes, accessories and toyetic play, and we see exciting opportunities for our retail partners across both children’s and adult audiences.
“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.”
Silvia Figini, coo at Sanrio – EMEA, India and Oceania; Mr Men – Worldwide, continued: “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.
“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.”
The agreement covers Europe, the Middle East, Africa, Australia and New Zealand, significantly expanding the availability of Hello Kitty and Friends dress-up products across these markets.
The first Hello Kitty and Friends products from Rubies will arrive at retail in 2027, with product reveals and further collection details to be announced in the coming months.
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