The collaboration will bring Hello Kitty and Friends to a host of innovative crafting products for S/S 26
Craft Buddy has signed a multi-territory, multi-year licensing agreement with Sanrio to bring the globally beloved Hello Kitty and Friends brand into its innovative crafting portfolio.
The collaboration, which covers all of Europe and the Middle East, launches for Spring-Summer 2026 and spans a number of Craft Buddy original Crystal Art ranges, including DIY collectibles, wearables, gifting and home display lines.
The collection will appeal to a broad audience from age six-plus through to the all-important kidult market, uniting new fans with generations who have grown up with Hello Kitty and Friends. First introduced in 1974, Hello Kitty quickly became a cultural icon, moving from her early roots in stationery and fashion accessories into a global lifestyle brand aligning perfectly with Craft Buddy’s on-trend creative and decorative portfolio.
Gary Wadhwani, Co-Founder and Director of Craft Buddy, pictured, said: “Following Hello Kitty and Friends’ milestone 50th anniversary in 2024, the brand remains at the top of consumer wish lists worldwide. This partnership will bring something fresh to Sanrio’s portfolio and aligns perfectly with our creative ethos. We see exciting opportunities across both specialist and mass retail, and look forward to inspiring crafters, collectors and fans well into 2026 and beyond.”
The new Hello Kitty and Friends Crystal Art concepts were unveiled at the 2026 LA Previews this month, followed by Craft Buddy’s in-house Spring/Summer 2026 previews.
