Sanrio Announces New Licensing Agreements at Licensing Expo 2016

Sanrio, the global lifestyle brand recognized worldwide for pop icon Hello Kitty, announces new licensing agreements at Licensing Expo 2016 held in Las Vegas June 21 through June 23 (Booth #A175).

The licensing agreements - which span the spectrum from food, gift & novelty to apparel, sleepwear and costumes - reflect Sanrio's continued commitment to deliver lifestyle products featuring the company's expansive portfolio of characters to its loyal, demographically diverse fanbase. Sanrio's 2016 plans also incorporate multi-character programs into a broad range of expanded categories including apparel, toys, credit cards, gift and digital products.

New licensing agreements include:

  • Betty Crocker - Longstanding brand Betty Crocker will debut Hello Kitty Strawberry Surprise Cookie Mix - a supercute ready to bake cookie mix topped with an edible Hello Kitty image. The sweet treat will be available at grocery stores & mass retailers from coast to coast in June.
  • Kid Cuisine - The Kid Cuisine partnership will include frozen meals complete with Hello Kitty-shaped foods and surprises, too. The entrees arrive in grocery stores nationwide this summer.
  • Hallmark - In addition to Hello Kitty, Hallmark has licensed a host of Sanrio characters including Keroppi, Chococat, Badtz-Maru, My Melody, Little Twin Stars®, Tuxedosam™, Pompompurin™, Kuromi® and Cinnamoroll®. Starting this summer, Hallmark will spotlight these characters across a variety of categories from greeting cards and Holiday ornaments to gifts, plush, stationery, stickers and calendars. Wholesale prices will range from $.98 for a greeting card to $64.98 for a Hello Kitty jumbo 'itty bitty' plush.
  • Hybrid Apparel - One of the largest designers and producers of branded, licensed and private label apparel has launched an assortment of Hello Kitty tees for the young contemporary market. The collection, which includes silhouettes ranging from tank tops & baseball style t-shirts to cropped & slouchy, will be available at Target and Kohl's, as well as at select Sanrio stores and online at Wholesale prices will range from $4 to $8.
  • Leg Avenue - Just in time for Halloween, Leg Avenue will launch a line of adult costumes and seasonal hosiery, with designs themed around Hello Kitty, Badtz-Maru, Keroppi, Chococat and Little Twin Stars. The playful collection will be available at specialty stores, select Sanrio stores and online at Wholesale prices will range from $3.50 for accessories to $35 for a full costume.
  • Bioworld - Sanrio's popular lazy egg Gudetama™ will be showcased via a broad range of offerings from Bioworld, including juniors' sleepwear, men's sleepwear, slippers and umbrellas. Available to ship Holiday 2016, these Gudetama items will be available at specialty stores nationwide.

About Sanrio
Sanrio is the global lifestyle brand best known for pop icon Hello Kitty, who is celebrating her 40th Anniversary this year. Home to many endearing characters including Chococat, My Melody, Badtz-Maru and Keroppi, 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 for the broad spectrum of unique products and experiences. Today, more than 50,000 Sanrio-branded items are available in over 70 countries and upwards of 15,000 U.S. retail locations including department, specialty, national chain stores and over 80 Sanrio boutiques. For more information please visit and

Media requests: Orsi Public Relations
Dyann Hawkins/Racine Diaz (323)874-4073