The Mattel x Hello Kitty and Friends line evokes Sanrio’s heritage, while tapping into emerging trends.

Sanrio, the global lifestyle brand, has partnered with Mattel to launch a Mattel toy and accessory collection featuring popular characters – Hello Kitty, My Melody and Badtz-Maru –  which will be available at Amazon and Smyths in the UK starting from January 2021.

This never-before-seen collection taps into nostalgia and includes a doll line, featuring fun characters with fantastical touches and fashion accompanied by Hello Kitty and Friends for even more storytelling opportunities; playsets with fan favourite characters; surprise elements; fun collectibles and must-have stationery for all Hello Kitty and Sanrio fans.

Highlights from the collection include the Sanrio Double Dippers, collectible sets filled with sweet surprises; Hello Kitty and Friends Éclair Doll, which comes dressed in trendy clothes and accessories; Hello Kitty and Friends Stylie Doll; Hello Kitty and Friends Minis Hamburger Diner Playset; Hello Kitty and Friends Minis Tea Party Playset, and Hello Kitty Plush.

“This collection offers fans a whole new way to experience the brand in a fun and entertaining way,” said Jill Koch, SVP of sales and business development at Sanrio. “Over the past 60 years, Sanrio has cemented a legacy built on the foundation of Small Gift, Big Smile and this collection with Mattel encompasses that so well.”

Silvia Figini, chief operating officer, Sanrio – EMEA, India and Oceania, Mr Men – Worldwide, added: “The toy range will be an amazing combination of both cuteness and freshness and we are sure consumers will be excited: both young girls and their mothers will love spending time together playing with the tiny accessories and the surprise collectibles”.

The Mattel x Hello Kitty and Friends line evokes Sanrio’s heritage, while tapping into emerging trends such as colour reveal surprise, encouraging fans of all ages to play in new ways, collect them all, accessorise and gift.