SoCal-Based Mattel To License Hello Kitty From Japanese Company

LOS ANGELES -- Get ready to see even more of Hello Kitty in the United States.

El Segundo-based toy company Mattel said June 4 that it has reached an international licensing agreement with Japan's Sanrio, bringing Hello Kitty and Friends into the maker of Barbie dolls.

``Through this new partnership, Mattel will design and develop a wide array of toys, dolls, playsets, games, puzzles, baby gear, plush, vehicles and other products inspired by Hello Kitty & Friends and Hello Kitty Cafe, as well as a range of characters in the Sanrio portfolio, including Hello Kitty, Keroppi, Chococat, Badtz-Maru, Little Twin Stars, Tuxedosam, Pompompurin, My
Melody, Hangyodon, and Pochacco, among others,'' Mattel explained in a statement.

The statement did not discuss the agreement's financial implications, but indicated that the toy lines and games will available in North America, Europe, Latin America, Australia and New Zealand beginning Fall 2020.

``We're excited to bring the Supercute world of Sanrio to life through toys that will allow for fans of all ages to experience Hello Kitty and Sanrio Friends in new ways,'' Mattel Chief Franchise Management Officer Janet Hsu said. ``This relationship is another example of Mattel's commitment to collaborate with globally recognized franchises.''

Added Sanrio COO Craig Takiguchi: ``Mattel is the perfect partner to align with our mission to evolve the brand and connect with Sanrio fans worldwide. Their global reach and creative approach to product development and storytelling is like no other. I am confident that together we will transform our toy business in a unique way that will resonate with generations of Sanrio
fans.''

City News Service contributed to this report.