Jazwares Expands Hello Kitty and Friends Toy Line Across Europe, Middle East and Africa
Jazwares is expanding its Hello Kitty and Friends toy lineup into Europe, the Middle East and Africa through a new licensing agreement with Sanrio GmbH. The deal will bring a broader range of Hello Kitty and Friends toys and collectibles to key markets throughout the EMEA region, including plush, figures, playsets, vehicles and seasonal products.
Hello Kitty will be joined by a large group of familiar Sanrio characters, including Cinnamoroll, Kerokerokeroppi, Pompompurin, Tuxedosam, My Melody, Kuromi, Pochacco, Bad Badtz-Maru and Little Twin Stars. That character lineup is one of the more interesting parts of the announcement, because Jazwares is building the collectibles around the wider Sanrio universe.
The expansion follows the launch of Jazwares’ initial cross-category Hello Kitty and Friends range in North America and South America in 2024. According to the companies, the new agreement extends that partnership by giving Jazwares toy distribution rights across EMEA.
“Hello Kitty and Friends commands a truly multi-generational, global fanbase, cementing its place as one of the world’s most iconic franchises. With Sanrio’s exciting plans for 2026 and beyond, we are delighted to expand and further strengthen our partnership to include toy distribution rights across EMEA, where the property enjoys a highly engaged fanbase,” said Jonny Taylor, SVP EMEA & APAC. “We look forward to bringing our world class toy offering to consumers across the region for many years ahead.”
“We are thrilled to partner with Jazwares to bring fans across EMEA its iconic, high-quality toys, from plush to playsets and beyond. This partnership strengthens our presence in the toy category while expanding the reach of Hello Kitty and Friends across the region,” said Silvia Figini, Chief Operating Officer, Sanrio – EMEA, India and Oceania Mr Men – Worldwide. “Sanrio is built on meaningful, long-lasting connections, and together we look forward to growing our fanbase and extending that special bond to generations to come.”
Jazwares has not yet announced individual products, prices or specific release dates for the expanded EMEA collection. The company did confirm, however, that the assortment will include plush toys, figures, playsets, vehicles and seasonal merchandise across major markets in Europe, the Middle East and Africa.
The expansion comes as Hello Kitty continues to maintain an unusually broad collector base more than 50 years after the character’s debut. Jazwares describes its current Hello Kitty and Friends line as combining Sanrio’s kawaii style with toys and collectibles designed for both children and older fans.
More details on individual products and retail availability are expected as Jazwares begins rolling out the expanded Hello Kitty and Friends range across EMEA.