Barbie is making room in her Dream House for Hello Kitty. Mattel and Sanrio have partnered on a fashion range inspired by the two brands that’s set to roll out across EMEA early next year.
The consumer products program includes apparel, accessories, footwear and health & beauty offerings, and additional items will launch throughout 2021.
Mattel anticipates growth for Barbie next year, particularly in EMEA. Consumer sales of the doll brand are expected to grow by double digits, according to a press release issued by the toyco.
Mattel’s dolls segment drove significant growth in Q3 2020, with gross sales up 22% to US$690.5 million. Barbie was the biggest contributor to the success, with gross sales for the brand topping US$532.2 million, a 29% increase over the same quarter last year.
This marks the first consumer products collaboration between Barbie and Hello Kitty, though Mattel inked an international licensing agreement with Sanrio last year. Under the partnership, Mattel is designing and developing toys, dolls, playsets, games, puzzles, baby gear, plush and vehicles inspired by the Hello Kitty & Friends and Hello Kitty Café brands.
The Barbie partnership comes as Sanrio works to reinvigorate its classic Hello Kitty property. The company recently partnered with New Line Cinema and FlynnPictureCo to develop the first-ever English-language Hello Kitty movie. Beyond the big screen, there are also plans to launch a 52 x 11-minute series called The World of Hello Kitty in Q1 2021. Development on the series, which is being produced by Monello Production and Watch Next Media in partnership with Sanrio, began in 2019.