Highlights | Licensees Focus


19 Jan - 2023

Tags from the story: boyhood, Hello Kitty, Sanrio.

The world-famous kawaii icon Hello Kitty is taking on a new form thanks to the collaboration between Sanrio and Boyhood.

Boyhood x Hello KittyThe partnership sees Hello Kitty become the latest addition to Boyhood’s collection of signature-styled wooden creations. The deal has been brokered by Plus Licens, Sanrio’s agent in the Nordics and CEE.

A pop culture icon, Hello Kitty made her debut in 1974 and has since spearheaded Sanrio’s collection of characters. Currently more popular than ever, Hello Kitty is trending across all categories, including tv-series, games, and apparel – even in the metaverse, as she now gets ready to cement herself as a wooden icon as well.

Jakob Burgsø

Jakob Burgsø

The Hello Kitty figurines will premiere at the interior design trade fair Maison&Objet in Paris, on January 19-23, a prime event that sets the tone for the coming season’s trends. Boyhood will create two different-sized versions of Hello Kitty, one smaller (7cm x 9cm x 15cm) and one larger. The small-sized figurine will be up for sale in Q1 2023, and available in the EU, UK, US, Japan, Taiwan, and South Korea, among other territories.

Boyhood is a Danish design company that designs and produces modern design objects deriving from fantastic boyhood ingenuity. The collections are developed by founder and designer Jakob Burgsø, who creates the objects in high-quality natural materials, mainly oak and leather, from a proud Scandinavian tradition of craftsmanship.

I am over the moon and so proud of this partnership with a well-known and adored character like Hello Kitty. As a big brother to a sister who was passionate about the Hello Kitty universe, it has been a part of my teenage years. At that time being, I did not see the big fuss about this small, cute character. But now 25 years later it represents a special time in my childhood home, gives me nostalgic memories, and puts a smile on my face, which is one of the Boyhood Collection´s keystones. I can’t wait to show the iconic Kitty to the world. The result is amazing, and we have made a classic design collectible that will bring joy to many generations“, says Jakob Burgsø, Designer and Founder of Boyhood.

We are very excited to team up with such a creative brand as Boyhood. The design and the quality of the figurines are remarkable. With their simplicity and elegance, they capture Hello Kitty’s essence, relying on her most iconic element, her bow. We are sure our fans around the world will love it“, commented Silvia Figini, Chief Operating Officer Sanrio – EMEA, India and Oceania Mr Men – Worldwide.

The partnership with Boyhood comes as Sanrio continues to build towards Hello Kitty’s 50th anniversary in 2024.

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