Global dress-up leader Rubies adds Sanrio, one of the world’s most iconic character brands, to its portfolio with a new collection of costumes, accessories and toyetic playsets launching across EMEA, Australia and New Zealand.

Rubies, the global leader in dress-up and role play, has signed a new licensing agreement with Sanrio to develop and distribute a major new range inspired by Hello Kitty and Friends.

Launching in 2027, the collection will span costumes, accessories and toyetic playsets for children and adults, bringing some of Sanrio’s most recognisable characters into the dress-up category across EMEA, Australia and New Zealand.

The range will feature fan favourites including Hello Kitty, My Melody, Kuromi, Cinnamoroll, Pompompurin and Bad Badtz-Maru, tapping into the huge multigenerational appeal of the Hello Kitty and Friends universe in readiness of the Hello Kitty movie launching 2028.

The partnership brings together two brands with a shared belief in creativity, self-expression and the power of spreading smiles. Designed for both children and the rapidly growing adult fanbase, the collection will create year-round retail opportunities spanning Halloween, Book Day, cosplay, gifting and 365 dress-up.

The launch also responds to the continued popularity of Sanrio characters with Gen Z and millennial consumers, opening significant opportunities beyond traditional children’s dress-up.

“Hello Kitty and Friends is an extraordinary brand with global recognition, huge cultural relevance and an incredibly passionate, multigenerational fanbase.

We’re delighted to partner with Sanrio and bring these much-loved characters into dress-up in a bigger way. There is enormous creative potential across costumes, accessories and toyetic play, and we see exciting opportunities for our retail partners across both children’s and adult audiences.

This is exactly the kind of partnership we want to build at Rubies – working closely with world-class licensors, creating great product and finding new ways for fans to engage with the characters they love.”

Keely Brenner. Licensing and Marketing Director

“At Sanrio, choosing the right partners is at the heart of every successful collaboration, as shared values and a common vision are key to bringing each project to life and creating meaningful experiences for our fans.

For us, fostering human connections, creating smiles, and bringing friends and families together are the focus of what we do

That’s why we couldn’t be more thrilled to partner with Rubies. Their expertise, creativity and unique creations will create new ways for fans and consumers to experience and engage with our beloved characters.”

Silvia Figini, Chief Operating Officer Sanrio – EMEA, India and Oceania; Mr Men – Worldwide

The agreement covers Europe, the Middle East, Africa, Australia and New Zealand, significantly expanding the availability of Hello Kitty and Friends dress-up products across these markets.

The partnership forms part of Rubies’ continued strategy to strengthen its licensed portfolio, build deeper relationships with leading global IP owners and deliver innovative, commercially relevant products for its retail partners.

The first Hello Kitty and Friends products from Rubies will arrive at retail in 2027, with product reveals and further collection details to be announced in the coming months.

For retail and distribution enquiries relating to the new Hello Kitty and Friends collection, or to find out more about Rubies’ licensed portfolio, please contact us here.