The deal will see a new range of Hello Kitty plush, infant toys and feature plush launch in selected European retailers.

Sambro has signed a new deal with Sanrio for the development of a brand-new range of Hello Kitty toy lines. The company will launch its newest plush range in Q3 of 2022, after securing retail listings across the Benelux region.

Licensed products have become a significant part of Sambro’s business. The company already enjoys long-standing, multi-layered and embedded licensor relationships with iconic global brands such as Disney, Marvel, Nickelodeon, Hasbro and Mattel. This has led to trusted and strategic partnerships with retailers in the UK and, increasingly, across the EU.

One of the world’s most iconic Japanese characters, Hello Kitty is known for her cute red bow and blue overalls, both of which will feature as part of the new range of plush toys. Fans old and new will be able to choose from a selection of sizes, as well as from pink, red or blue colourways, meaning there’s a Hello Kitty plush toy for everyone. The plush toys are made with 100% recycled filling, as part of Sambro’s wider sustainability commitments, making them fully compliant with Global Recycle Standards.

Hello Kitty plush will be available across selected retailers in the Benelux region including Ostoy Trading BV, A.S. Watson, as well as distributors Dino Trading BV and Topbrands Europe BV, with the first drop of stock landing in September.

Eric Markus, managing director Europe and ROW at Sambro, said: “We are absolutely thrilled to be working with Sanrio once more with the launch of our latest range of Hello Kitty plush toys in the Benelux region. Hello Kitty is an iconic brand globally, and we’re proud to have it on our roster. Thanks to our unrivalled, long-term relationships with some of the world’s largest retailers, toy specialists, grocers and distributors, we’ve been able to secure this exclusive partnership and we’re looking forward to bringing the brand to even more fans.”