Mattel and Sanrio partner to bring together Barbie and Hello Kitty

Mattel has teamed up with Sanrio to create a new collaboration between the iconic Barbie doll brand and the globally revered Hello Kitty, marking the first time the two have come together in the consumer products space.

The collaboration will develop into a colorful and contemporary product line aimed at children and adults spanning accessories, apparel, health and beauty and footwear. The range will roll out in EMEA from early next year with a focus on soft lines initially, but will expand with more products added at intervals throughout 2021.

A vibrant new Barbie x Hello Kitty creative has been designed for the partnership, uniting the logos and creativity of both brands to create a distinctive and standout look. This will be brought to life across the entire 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 collaboration came in the wake of projected growth next year in EMEA for Mattel's consumer products, with Barbie in particular expected to grow double-digit consumer sales across its entire consumer product range. major. This growth would have been aided by the market-leading doll brand's notable 60th anniversary brand campaign and the continued success of its role models campaign in EMEA.

Lisa Weger, Mattel's regional director of consumer products for EMEA, said: “We are excited to bring the world of Hello Kitty to life through this consumer products partnership with Barbie.” The collection will allow fans of all ages to experience Hello Kitty and Barbie through a range of products that positively capture the essence of these two iconic brands.

"This partnership is another great example of our commitment to collaborating with globally recognized franchises and developing exciting products."

In recent months, Sanrio has successfully continued its corporate mission, based on the philosophy of promoting social communication and focusing on friendship as a key asset for every human being to be successful. Dedicated digital and marketing campaigns are being developed globally and will see Hello Kitty interact with the other Sanrio characters, in a recently launched program called Hello Kitty and Friends.

Silvia Figini, COO of Sanrio – EMEA, India and Oceania, Mr Men – Worldwide, commented: “We are very happy to collaborate with a global icon like Barbie. Brand collaborations are part of our DNA and are consistent with Hello Kitty's motto: "You can never have too many friends."

“We share some key values like friendship, kindness and inclusivity, and we have a common fan base of girls and young women who grew up loving both characters and are willing to pass this love on to their own daughters. “The product range will be an amazing combination of both brands and we are sure consumers will be excited.”