Mattel and Sanrio partnership to launch new toy and accessory line across Amazon and Smyths Toys in the UK

Global toy maker Mattel and the lifestyle brand Sanrio are kicking off their new partnership with the launch of a new toy and accessory collection featuring Hello Kitty, My Melody, and Badtz Maru across Amazon and Smyths Toys in the UK from January 2021.

The never-before-seen collection will tap into the current nostalgia trend and will include a new doll line featuring fun characters of fashion, all accompanied by Hello Kitty and Friends. Fans can expect to find play-sets, surprise elements, collectables, and stationery.

Highlights from the collection will include:

Sanrio Double Dippers: Sanrio Double Dippers collectible sets are filled with sweet surprises. Each set includes one Hello Kitty figure, one removable hat accessory, and one doughnut or cake accessory

Hello Kitty and Friends Éclair Doll: Éclair doll comes dressed in trendy clothes and accessories like glittery high-top sneakers, a vinyl skirt, and bow headpiece to match her bestie, Hello Kitty.

Hello Kitty and Friends Stylie Doll: Stylie doll comes dressed in trendy clothes and accessories like glittery high-top sneakers, a vinyl skirt, and bow headpiece to match her bestie, My Melody.

Hello Kitty and Friends Jazzlyn Doll: For fashion play, Jazzlyn doll comes dressed in trendy clothes and accessories like glittery high-top sneakers, a vinyl skirt, and headpiece to match her bestie, Badtz-Maru.

Hello Kitty and Friends Minis Hamburger Diner Playset: Savor the fun with this Hello Kitty Hamburger compact loaded with fun surprises.

Hello Kitty and Friends Minis Tea Party Playset: Pinkies up for this Hello Kitty Tea Party compact filled with surprises.

Hello Kitty and Friends Minis Beach Pencil Playset: Make a splash with this Hello Kitty Watermelon beach-themed pencil box set that features a playset, storage, and stationery supplies. 

Hello Kitty and Friends Minis Carnival Pencil Playset: This Hello Kitty Candy Carnival pencil box set features a playset, storage, and stationery supplies.

Hello Kitty Plush: Made with soft fabrics and at 8-inches tall, she’s the perfect size for take-along play.  

Sanrio Surprise Stamper: These Sanrio Surprise Minis collectibles are triple the fun, with eight to collect. Each figure is a self-stamper, pencil-topper, and keychain. 

“This collection offers Sanrio fans a whole new way to experience the brand in a fun and entertaining way,” said Jill Koch, SVP of sales and business development at Sanrio, Inc. “Over the past 60 years, Sanrio has cemented a legacy built on the foundation of Small Gift, Big Smile and this collection with Mattel encompasses that so well.” 

Silvia Figini, chief operating officer Sanrio – EMEA, India and Oceania, Mr Men – Worldwide, added: “The toy range will be an amazing combination of both cuteness and freshness and we are sure consumers will be excited: both young girls and their mothers will love spending time together playing with the tiny accessories and the surprise collectibles.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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