Rubies Signed Licensing Agreement With Sanrio
The deal brings a new line of Hello Kitty and Friends costumes and accessories to several international markets.
Updated on Oct. 13, 2026 in Accessories
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Rubies has entered into a licensing agreement with Sanrio to develop and distribute a range of costumes, accessories, and play sets. The upcoming collection will feature iconic characters including Hello Kitty, My Melody, and Kuromi.
Why it matters
This partnership targets the ongoing popularity of Sanrio characters among Gen Z and millennial consumers. It also serves as a strategic lead-up to the debut of a new Hello Kitty feature film scheduled for release in 2028.
The licensing agreement grants Rubies distribution rights across EMEA, Australia, and New Zealand. The product line is designed to appeal to both children and adult demographics.
The players
Rubies
Rubies is a global costume and party supply company that manages an extensive portfolio of licensed merchandise.
Sanrio
Sanrio is a global lifestyle brand best known for designing and licensing iconic characters like Hello Kitty.
The details
The collection will include merchandise based on popular characters such as Cinnamoroll, Pompompurin, and Bad Badtz-Maru. Rubies plans to leverage this collaboration to emphasize themes of creativity and self-expression through its new range of goods.
Timeline
The Hello Kitty and Friends product collection will launch for retail in 2027.
A Hello Kitty movie is scheduled to launch in 2028.
Culture Shift
This partnership follows the broader trend of brands capitalizing on long-standing character popularity to reach adult consumers. It reflects the rise of Gen Z and millennial consumer demand for nostalgic character-based merchandise.
Consumers in EMEA, Australia, and New Zealand can expect to see these new items in stores beginning in 2027. Shoppers should monitor future announcements for specific product reveals and availability details.
The takeaway
This deal highlights how major entertainment brands are aligning product cycles with upcoming cinematic releases to drive engagement. Fans should keep an eye out for collection reveals as the 2027 launch date approaches.
Further reading
For more information on the latest industry developments, visit the Accessories section.
More information
To learn more about the partnership, visit the Rubies licensing portfolio information.
Source note: This article includes information reported by Toy World Magazine | The business magazine with a passion for toys.
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