Dalian Talent Group secures landmark 3-year Hello Kitty and Friends licensing deal across Europe, the Middle East and Africa

One of the most expansive Hello Kitty and Friends licensing partnerships to date covering candles and home fragrance, personal care, perfume and gifting categories brings innovative scent and design to a global audience.

Following the viral success of a limited-edition 50th Anniversary capsule collection for Hello Kitty in 2024, Dalian Talent Group, global leader in design, manufacture and distribution of branded and private label candles, home fragrance and personal care products, has now unveiled a full-scale, multi-category product range setting a new standard for licensed lifestyle design.

The landmark licensing agreement with Sanrio over three years covers one of the widest-ranging Hello Kitty and Friends product portfolios ever developed for a single partner. This highly unique deal based on trust and creativity spans home fragrance, personal care, perfume and gifting categories, from collectible 3D candles to bath fizzers and fragrance mists. 

The new line will be available across Europe, the Middle East, and Africa, with products launching in July 2025 in major retailers including Miniso, HMV, Action, Next, and Forbidden Planet.

Unlike traditional licensing deals, Dalian Talent Group’s Hello Kitty and Friends collections include a diverse, multi-material range designed to celebrate the brand’s iconic characters through innovative scent design, reusable vessels and elevated gifting formats.

The collaboration spans an unusually wide set of categories, including:

• Personal care: Hand wash and lotion duos and unique bath fizzers
• Home fragrance: Candles including 3D sculpted designs, LED candles and reed diffusers
• Perfume: fragrance body mists and eau de toilette
• Gifting: Fragrance advent calendar, multipack gift sets, candles for friends and collectible trinket-style packaging

Dalian Talent Group’s key innovations include 3D character lids, shaped silicone toppers ranging from beautiful frosted trees to cute little plant pots. The vessels are also multi-use designed to double as trinket boxes or dressing table decor. The scents are inventive and reflective of the iconic Hello Kitty and Friends brand featuring Vanilla Crème Brulee, Tropical Pineapple, Raspberry Donut, and Pina Colada.

Hamish Morjaria, CEO of Dalian Talent Group, commented: “For us, this isn’t just a brand for us to work with. It’s a true partnership built on trust and creativity. The values of kindness, friendship, and fun align perfectly with our vision for inclusive, joyful products that live beyond the packaging.

“Our collections really break with convention, featuring a playful design language across glass, ceramic, and silicone materials. Each product is collectible and display-worthy.”

Sanrio, whose Hello Kitty character is one of the most globally recognised in the world, chose Dalian Talent Group based on its market leadership and long track record in scalable, ethical home fragrance production.

Silvia Figini, Chief Operating Officer Sanrio (EMEA, India and Oceania)  said: “The collaboration with Dalian Talent Group started in 2024 with a strategic eye on our Hello Kitty’s 50th anniversary. What began as a celebratory capsule collection has naturally evolved into a three-year global licensing agreement rooted in creativity, craftsmanship, and brand integrity. These exciting collections are a true celebration of Hello Kitty and Friends’ spirit, reimagined for a global audience.”

The collections:

The four Hello Kitty and Friends collections will roll out in selected retailers in store and online in July 2025. The full range includes: The Original Collection’s features the brand’s nostalgic colour palette and sweet scents like tutti frutti and cherry rose. The Bakery Collection is all about whimsical treats with 3D candle toppers and fizzers shaped like cupcakes and croissants. The Seasons Collection’s scent-led designs feature silicone candle toppers for every season and reusable vessels like pineapples and plant pots. Finally, the Hello Kitty and Friends Collection is a bold, character-driven line where each candle reflects a personality through vibrant colours and unique scents like strawberry and cream, warm cashmere, and passionfruit and kiwi.