EL SEGUNDO, Calif.–(BUSINESS WIRE)–Mattel, Inc. (Nasdaq: MAT) today announced an international licensing agreement with Sanrio, Inc. Through this new partnership, Mattel will design and develop a wide array of toys, dolls, playsets, games, puzzles, baby gear, plush, vehicles and other products inspired by Hello Kitty & Friends and Hello Kitty Cafe, as well as a range of characters in the Sanrio portfolio – including Hello Kitty, Keroppi, Chococat, Badtz-Maru, Little Twin Stars, Tuxedosam, Pompompurin, My Melody, Hangyodon, and Pochacco, among others. The toy lines and games will available in North America, Europe, Latin America, Australia and New Zealand beginning Fall 2020.

“We’re excited to bring the Supercute world of Sanrio to life through toys that will allow for fans of all ages to experience Hello Kitty and Sanrio Friends in new ways,” said Janet Hsu, Chief Franchise Management Officer of Mattel. “This relationship is another example of Mattel’s commitment to collaborate with globally-recognized franchises as part of our transformation into an IP-driven, high-performing toy company.”

“Mattel is the perfect partner to align with our mission to evolve the brand and connect with Sanrio fans worldwide,” said Craig Takiguchi, COO of Sanrio. “Their global reach and creative approach to product development and storytelling is like no other. I am confident that together we will transform our toy business in a unique way that will resonate with generations of Sanrio fans.”

About Mattel

Mattel is a leading global children’s entertainment company that specializes in design and production of quality toys and consumer products. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas & Friends® and MEGA®, as well as other popular brands that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 40 locations and sell products in more than 150 countries in collaboration with the world’s leading retail and technology companies. Since its founding in 1945, Mattel is proud to be a trusted partner in exploring the wonder of childhood and empowering kids to reach their full potential. Visit us online at www.mattel.com.

About Sanrio®

Sanrio is the global lifestyle brand best known for pop icon Hello Kitty®, and home to many other beloved character brands including Chococat, My Melody, Badtz-Maru, Keroppi, Gudetama and Aggretsuko. Sanrio was founded on the ‘small gift, big smile®’ philosophy – that a small gift can bring happiness and friendship to people of all ages. Since 1960, this philosophy has served as the inspiration to offer quality products, services and activities that inspire unique consumer experiences across the world. Today, Sanrio’s legendary breadth of products are available in over 130 countries and in retail locations including department, specialty, national chain retailers and Sanrio boutique stores. To learn more about Sanrio, please visit www.sanrio.com and follow on Facebook, Instagram and Twitter.