By Allison Watkinson
TLL Reporter
Jazwares announced an expanded licensing agreement with Sanrio GmbH that will extend its Hello Kitty and Friends toy line to Europe, the Middle East, and Africa.
The agreement brings Sanrio’s Hello Kitty and Friends characters to fans across the region through toys and collectibles designed for kids and collectors, according to the announcement.
The collection, which will be available across key EMEA markets, includes plush toys, figures, playsets, vehicles, and seasonal items featuring Hello Kitty, alongside characters including Cinnamoroll, Kerokerokeroppi, Pompompurin, Tuxedosam, My Melody, Kuromi, Pochacco, Bad Badtz-Maru, and Little Twin Stars.
Jonny Taylor, senior vice president of EMEA and APAC at Jazwares, said the Hello Kitty and Friends franchise has built a multi-generational fanbase around the world.
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“Hello Kitty and Friends commands a truly multi-generational, global fanbase, cementing its place as one of the world’s most iconic franchises,” Taylor said. “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.
“We look forward to bringing our world class toy offering to consumers across the region for many years ahead.”
Silvia Figini, chief operating officer of Sanrio for EMEA, India, Oceania and Mr. Men Worldwide, said the partnership builds on the companies’ strong existing relationship.
“We are thrilled to partner with Jazwares to bring fans across EMEA its iconic, high-quality toys, from plush to playsets and beyond,” Figini said. “This partnership strengthens our presence in the toy category while expanding the reach of Hello Kitty and Friends across the region.
“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.”
Hello Kitty debuted more than 50 years ago and has remained a pop culture fixture across generations. The Jazwares toy line reflects Sanrio’s ‘kawaii’ aesthetic and emphasizes the brand’s themes of friendship, kindness, and inclusivity.
The EMEA expansion builds on an earlier phase of the partnership. Jazwares first launched a cross-category range of Hello Kitty and Friends products in North America and South America in 2024.
Sanrio, founded in 1960, is a global lifestyle and entertainment company known for characters including Hello Kitty, Cinnamoroll, Kuromi, My Melody, Pompompurin, and Gudetama. The company operates under the corporate philosophy of “Minna Nakayoku,” which translates to “Getting Along Together.”