A new consumer products line is set to roll out across EMEA from early next year.

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 upon 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. Barbie, in particular, is expected to grow double digits in consumer sales across its core consumer products range. This growth has been bolstered by the high-profile 60th Anniversary brand campaign for the brand and the 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-recognised 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 programme named Hello Kitty and Friends.

Silvia Figini, CEO 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.”