Heathside Licenses Kewpie for European Collectibles
Heathside Trading will market a range of Kewpie figures, charms, plush and novelties in Europe under its own Khadou brand from 2027.
Updated on Nov. 3, 2026 in Collecting
Heathside Trading has signed a licensing partnership with Kewpie Corporation, negotiated by Kewpie's licensing agent Licensing Works!. The deal will see Heathside sell Kewpie collectibles under its Khadou brand.
Why it matters
The partnership extends the reach of the Kewpie character brand into the European collectibles market, bringing enthusiast-focused products to a new region. It gives Heathside an established character license to build its Khadou brand around.
The Kewpie characters date to 1909 cartoon stories by Rose O'Neill and to bisque dolls first produced in 1912. Heathside plans to bring the collectibles to European markets in 2027, though pricing and retail details were not disclosed.
The players
Heathside Trading
Heathside Trading is a company that holds the licence to produce and sell Kewpie collectibles in Europe under its Khadou brand.
Kewpie Corporation
Kewpie Corporation is the Japanese owner of the Kewpie character brand, which originated in Rose O'Neill's 1909 cartoon stories.
Licensing Works!
Licensing Works! is the licensing agent that negotiated the agreement on behalf of Kewpie Corporation.
Gregory Benassar
Gregory Benassar is the chief executive officer of Heathside Trading.
The details
Heathside will sell the Kewpie collectibles under its own Khadou brand, including figures, charms, plush and novelties. The collection is designed to appeal to fans and collectors of all ages, according to the announcement.
Timeline
1909: Rose O'Neill conceives the Kewpie characters as cartoon stories.
1912: Kewpie characters are first produced as bisque dolls.
November 3, 2026: Heathside announces the Kewpie licensing partnership.
2027: Kewpie collectibles are scheduled to reach the European market.
Legacy Brand
The Kewpie characters trace back to Rose O'Neill's 1909 cartoon stories and first doll production in 1912, and the new Heathside licence carries that heritage into the European collectibles market. The deal places a century-old character brand in front of a new generation of collectors.
European collectors and fans of the Kewpie characters will gain access to figures, charms, plush and novelties sold under the Khadou brand from 2027. Pricing and exact retail availability have not yet been announced.
The takeaway
For collectors, licensed character lines like Kewpie often grow out of decades-old brands, so checking the licensee's official channels is the best way to track release dates and authentic products. Watch for announcements from Heathside as its 2027 European launch approaches.
What happens next
Heathside is scheduled to bring its Kewpie collectibles range to the European market in 2027.
Further reading
Explore more on Collecting to see how licensed character lines like Kewpie fit into the wider world of collectibles.
More information
Visit the Heathside Trading company website for updates on its Kewpie collectibles range.
Source note: This article includes information reported by Toy World Magazine | The business magazine with a passion for toys.
