By Allison Watkinson
TLL Reporter
Spangler Candy has launched a partnership with Sanrio for a multi-category collection that combines Hello Kitty and Sweethearts branded candy.
“This collaboration brings together two brands that are deeply embedded in pop culture and emotional connection,” said Spangler Candy marketing VP, Evan Brock. “Sweethearts has always been about sharing feelings and celebrating moments of connection, and Hello Kitty and Friends amplifies that message with a universal language of kindness, friendship, and joy. Together, we’re delivering a program that is both emotionally resonant and commercially compelling for retail partners.”
The co-branded collection offers a wide range of Valentine’s Day products in key retail categories such as seasonal décor, gifts, collectibles and more.
Each product highlights the optimistic messages of the Sweethearts candy brand with popular characters from Sanrio’s Hello Kitty and Friends franchise.
The licensed characters featured in the collaboration will include well-known names such as My Melody, Kuromi and Hello Kitty herself.
“Hello Kitty and Friends have always stood for friendship, kindness, and meaningful connection, and Sweethearts has been part of how people express those feelings for generations,” said Sanrio SVP, Jill Koch. “This collaboration brings those two worlds together in a way that feels thoughtful and joyful – pairing our iconic characters with the playful language of Sweethearts to create products that celebrate connection in a simple, heartfelt way.”
Launching in January 2026, the Sweethearts x Hello Kitty and Friends collection will be available at major mass, grocery, drug and specialty retailers across the United States.
Sanrio and Sprangler also plan to provide the collection’s retail partners with marketing, in-store merchandising and promotional assets to further support the collection’s debut.
The partnership with Sanrio was brokered by the Lisa Marks Associates (LMA) agency on behalf of its client, Spangler Candy.
Sanrio is a Japanese entertainment company that owns an extensive portfolio of global lifestyle brands and character IPs.
Best known for its Hello Kitty and Friends franchise, the company focuses on creating, developing and licensing multi-platform content, consumer products, digital games and attractions based on its IP portfolio.
Image Credit: Sweethearts/Spangler Candy.
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