The partnership will see Curious Universe develop licensed craft, toy, stationery and gift products featuring Hello Kitty and Friends Creative
Curious Universe has announced a new partnership with Sanrio to develop a range of licensed craft, toy, stationery and gift products featuring the globally beloved Hello Kitty and Friends. Sanrio’s brands are distributed across more than 130 countries and regions worldwide, making it one of the most recognisable character portfolios internationally.
Launching in Autumn/Winter 2026, the collection will introduce Hello Kitty and Friends across a selection of Curious Universe’s bestselling formats, including arts and crafts lines, as well as colouring, sticker and activity formats. Designed to inspire imagination and hands-on creativity, the range brings the iconic characters to life through engaging, innovative play patterns.
The partnership will feature a number of Curious Universe’s inventive in-house IPs, including its highly successful craft-based concept Nano Tape Magic, which has sold over one million units to date. With the combined appeal of Hello Kitty and Friends, the title is expected to be a standout within the range.
Additional IPs in development include Pen Maker Magic and Decoden Magic, each encouraging personalisation and creative expression by allowing fans to design and customise their own stationery and accessories.
Hello Kitty and Friends are recognised worldwide for promoting inclusivity, kindness, friendship and positivity, with Sanrio’s philosophy centred on “one world, connecting smiles”. These values closely align with Curious Universe’s commitment to creating joyful, creative experiences for children and families.
The collaboration marks a significant addition to Curious Universe’s growing licensed portfolio and reflecting continued demand for globally recognised character brands within the creative play and stationery categories.
The Hello Kitty and Friends collection is scheduled to launch in Autumn/Winter 2026 across key retail channels, with further details on product lines and distribution to be announced closer to release.
Dania Vize, Sales & Licensing Director, UK & International, said: “Curious Universe isthrilled to be partnering with Sanrio on Hello Kitty and Friends. This iconic, much-loved brand continues to resonate across generations, and we are excited to bring innovative, high-quality products to both our existing retail partners and new markets. We look forward to building a long and successful collaboration together.”
