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Hello Kitty Announces Mattel Collection as Part of Winter Lineup

Hello Kitty Announces Mattel Collection as Part of Winter Lineup

Sanrio has partnered with Mattel to launch a Mattel toy and accessory collection featuring popular characters – Hello Kitty, My Melody and Badtz-Maru will be available at Amazon and Smyths in the UK starting from January 2021.

This never-before-seen collection taps into nostalgia and includes a supercute doll line,featuring fun characters with fantastical touches and fashion accompanied by Hello Kitty and Friends for even more storytelling opportunities; playsets with fan favorite characters; surprise elements; fun collectibles; and must-have stationery for all Hello Kitty and Sanrio fans. ​

“This collection offers Sanrio fans a whole new way to experience the brand in a fun and entertaining way,” said Jill Koch, SVP of Sales and Business Development at Sanrio, Inc. “Over the past 60 years, Sanrio has cemented a legacy built on the foundation of Small Gift, Big Smile and this collection with Mattel encompasses that so well.”

Silvia Figini, Chief Operating Officer Sanrio – EMEA, India and Oceania, Mr Men – Worldwide, continues “The toy range will be an amazing combination of both cuteness and freshness and we are sure consumers will be excited: both young girls and their mothers will love spending time together playing with the tiny accessories and the surprise collectibles”.

The Mattel x Hello Kitty and Friends line evokes Sanrio’s heritage, while tapping into emerging trends – like colour reveal surprise, encouraging fans of all ages to play in new ways, collect them all, accessorize, and gift.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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