Product Line Collaboration between Barbie and Hello Kitty


Mattel and Sanrio announce Product Line Collaboration between Barbie and Hello Kitty

Mattel and Sanrio have announced a new fashion partnership between Barbie® and Hello Kitty, marking the first time the two iconic brands have come together on the creation of a consumer products line, which is set to roll out across EMEA from early next year.

The collaboration will include the creation of a colourful, contemporary product line aimed at both children and adults, tapping into the playful and fun nature of both brands. The full range will include accessories, apparel, health and beauty and footwear, with a softlines focus for the launch that will be expanded on with more products added at different intervals throughout 2021.

A vibrant new Barbie x Hello Kitty creative has been designed for the partnership, uniting the logos and creative of both brands to create a distinctive and standout look. This will be brought to life across the product range in a new co-branded style guide developed in El Segundo by Mattel’s creative group in collaboration with Sanrio.

The announcement of the partnership comes on the back of projected growth next year within EMEA for Mattel’s consumer products, with Barbie, in particular, expected to grow double digits in consumer sales across its core consumer products range. This growth would have been helped along by the high-profile 60th Anniversary brand campaign for the market-leading doll brand and ongoing success of its role models campaign across EMEA.

Lisa Weger, Mattel’s Regional Head of Consumer Products for EMEA, says: “We’re excited to bring the world of Hello Kitty to life through this consumer products partnership with Barbie. The collection will enable fans of all ages to experience Hello Kitty and Barbie through a range of products that positively capture both these iconic brands’ essence. This partnership is another great example of our commitment to collaborate with globally-recognized franchises and developing exciting products.”

In recent months, Sanrio has successfully continued on its corporate mission, based on the philosophy of fostering social communication and focusing on friendship as a key asset for every human being to succeed. Dedicated marketing and digital campaigns are being developed globally and will see the interaction of Hello Kitty with the other Sanrio characters, in a newly launched program named Hello Kitty and Friends.

Silvia Figini, Chief Operating Officer Sanrio – EMEA, India and Oceania, Mr Men – Worldwide, commented: “We are extremely happy to collaborate with a global icon like Barbie. Brand partnerships are part of our DNA and they are consistent with Hello Kitty’s motto: ‘You can never have too many friends’. We share some key values – such as friendship, kindness and inclusivity – and we have a common fanbase of girls and young women who grew up loving both characters and are willing to pass this love to their own daughters. The range of products will be an amazing combination of both brands and we are sure consumers will be excited”.

Notes to editors:

About Mattel

Mattel is a leading global toy company and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO® and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential.

About Sanrio

Founded in 1960 in Japan, Sanrio has turned the gift-giving tradition into company’s “Small Gift, Big Smile” mission to help people express their heart felt feelings. It’s more than just a catchy phrase; it’s the foundation of everything we do, and we’re proud to say we’ve been creating smiles for over 60 years. Throughout the years the Company has created and licensed over 400 characters appealing on ages 0 to forever. It is indeed not only home to superstar Hello Kitty, but a global brand concentrating on marketing classic characters like My Melody, Kerokerokeroppi, Bad Badtz-Maru, Little Twin Stars, Cinnamoroll, Pompompurin, Gudetama, the new entry Aggretsuko and the British icons Mr. Men Little Miss. Sanrio today joins forces with the most respected companies in fashion, streetwear, cosmetics, hi-tech, toys to bring smiles on the coolest brands.

About Hello Kitty

Hello Kitty was born in London in 1974. Throughout the years she has become one of the most unique and interesting characters ever created, a worldwide social icon with relevance to women of all ages, ethnicities and economic backgrounds as well as an inspiration to artists and designers. Thanks to her brand values – happiness and affection, fashionable for all ages, always popular, never stale, never out of date, simplicity and flexibility – Hello Kitty is today one of the coolest lifestyle brands, joining forces with the most respected Companies in every possible category…: as Hello Kitty says, you can never have too many friends!