Sanrio has named Jazwares as the new master toy partner for its Hello Kitty and Friends brands in North and South America. 

As part of the agreement, Jazwares will design, manufacture and market a full range of consumer products based on the iconic Hello Kitty brand and other Sanrio characters including Cinnamoroll, My Melody and Netflix stars Aggretsuko and Gudetama. The toyco’s first wave of products will feature plush, plastic toys and seasonal items for kids. They are due to roll out to North and South American retailers in 2024, with select lines also heading east to Europe and Asia. 

This master toy deal reflects a strategic shift at Sanrio to streamline Hello Kitty’s toy lines, said COO Craig Takiguchi in a release. Jazwares’ licensing portfolio already includes blockbuster franchises such as Pokémon, Star Wars and Marvel.