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YuMe Toys Secures EMEA-wide Partnership with Sanrio

YuMe Toys Secures EMEA-wide Partnership with Sanrio

YuMe Toys, the globally acclaimed toy business celebrated for its design excellence and play innovation, is set to launch an enchanting Hello Kitty range in 2024, infusing a wave of cuteness across European fans of the beloved brand.

Commemorating Hello Kitty’s 50th anniversary in 2024, YuMe Toys has encapsulated the joy and playfulness of the iconic character in a range that will captivate all Hello Kitty enthusiasts, hitting the shelves across Europe, the Middle East, and Africa markets in Spring. In her illustrious 50-year history, Hello Kitty has become a global phenomenon, consistently bringing smiles to friends and fans worldwide.

YuMe’s celebratory-inspired range of collectible products perfectly encapsulates this legacy, seamlessly blending the past with the present, featuring both classic and new Sanrio characters such as Hello Kitty, Kuromi, Cinnamoroll, and My Melody. This carnival of cuteness boasts two adorable doll collections, and four ranges of delightful keychains with hand straps, and an assortment of Little Moon Light figurines.

The dress-up Hello Kitty figurines, each a sweet surprise in a blind box, come in two sizes: 5cm and 7cm. YuMe’s Little Moon Light figures, an innovative addition to the Hello Kitty and Friends range, glow at the touch of a button, cycling through colours every few seconds, creating a unique and captivating collectible. The keychains with hand straps are poised to be a showstopper, allowing fans to integrate their keys and Hello Kitty fandom seamlessly into their daily lives. With a variety of characters and colours, the collection caters to every style and mood.

Ken Goodisson, Commercial Director, EMEA at YuMe Toys, expressed his enthusiasm, saying, “We are thrilled to launch this innovative range of Hello Kitty collectibles, particularly in Hello Kitty’s 50th anniversary year. Our inspired range of figurines, glowing Little Moon Lights, and keychains, coupled, and new streaming content, will undoubtedly delight the global Hello Kitty fan base, spanning from young kids to adults who have adored her for five amazing decades.”

About The Author

Rebecca Ash

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

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