The range launches in 2027 and will feature fan-favourites including Hello Kitty, My Melody, Kuromi, Cinnamoroll, and Pompompurin
Rubies has signed a new licensing agreement with Sanrio to develop and distribute a major new range inspired by Hello Kitty and Friends.
Launching in 2027, the collection will span costumes, accessories and toyetic playsets for children and adults, bringing some of Sanrio’s most recognisable characters into the dress-up category across EMEA, Australia and New Zealand.
The range will feature fan-favourites including Hello Kitty, My Melody, Kuromi, Cinnamoroll, Pompompurin and Bad Badtz-Maru, tapping into the huge multigenerational appeal of the Hello Kitty and Friends universe in readiness of the Hello Kitty movie launching 2028. Designed for both children and the rapidly growing adult fanbase, the collection will create year-round retail opportunities spanning Halloween, Book Day, cosplay, gifting and 365 dress-up.
“We’re delighted to partner with Sanrio and bring these much-loved characters into dress-up in a bigger way. There is enormous creative potential across costumes, accessories and toyetic play, and we see exciting opportunities for our retail partners across both children’s and adult audiences,” said Keely Brenner, Licensing and Marketing Director, Rubies Masquerade.
“This is exactly the kind of partnership we want to build at Rubies – working closely with world-class licensors, creating great product and finding new ways for fans to engage with the characters they love.”
The agreement covers Europe, the Middle East, Africa, Australia and New Zealand, significantly expanding the availability of Hello Kitty and Friends dress-up products across these markets.
Silvia Figini, Chief Operating Officer Sanrio – EMEA, India and Oceania; Mr Men – Worldwide, added: “At Sanrio, choosing the right partners is at the heart of every successful collaboration, as shared values and a common vision are key to bringing each project to life and creating meaningful experiences for our fans. For us, fostering human connections, creating smiles, and bringing friends and families together are the focus of what we do
“That’s why we couldn’t be more thrilled to partner with Rubies. Their expertise, creativity and unique creations will create new ways for fans and consumers to experience and engage with our beloved characters.”
The first Hello Kitty and Friends products from Rubies will arrive at retail in 2027, with product reveals and further collection details to be announced in the coming months.
