Fresh off Hello Kitty’s 50th anniversary, Sanrio is accelerating — not pausing. From fashion to beauty to lifestyle, the brand continues to expand its reach while elevating more of its iconic characters into the spotlight.
Sanrio holds a unique position within the licensing industry: the popularity of its characters is not rooted in narrative content. Instead, its entertainment productions are the result, not the cause, of its IPs’ success. This success stems entirely from the characters’ visual appeal, iconic design, and their remarkable ability to tap into the cultural and consumer trends that have shaped the market over the past 65 years, making it the perfect ecosystem for not only Hello Kitty, but also My Melody, Kuromi, Cinnamoroll, Pompompurin, and many more.
The numbers speak for themselves: according to research by QY Research Inc. in 2024, the global Licensed Entertainment and Character Merchandise market was valued at US$166.78 billion, and it is projected to reach US$268.81 billion by 2031. This tendency is also mirrored by the popularity of Sanrio Character Ranking. In this year’s edition, 63 million votes were cast. In the end, it was Pompompurin to take the Crown, with Cinnamorol and Pochakko ranking respectively second and third. The results couldn’t come at a better time, as Pompompurin and Cinnamoroll are set to celebrate their 60th and 25th anniversaries in 2026 and 2027, respectively, and are already featured in the collections of several fashion retailers.
In this context, it’s no surprise that in recent months several brands — from Puma to Maison De Sabré — along with major retailers like H&M and Zara, have continued to launch collections featuring Hello Kitty as well as “her friends”. Primark, for example, following the success of its Hello Kitty collections, decided to bring to its stores also the other characters, showing how they can easily adapt to any product category apparel, home décor, and gifting) and to any age, from kids to young women. The drop allowed consumers to immerse themselves in the Hello Kitty And Friends universe thanks to the opening of three special Lena Lu donut bars within Primark. The cafes received a massive Hello Kitty and Friends takeover, which customized not only the space, but also the menu and their social media Instagram account with loads of dedicated content and a special launch event that drove thousands of customers to Primark’s store. What’s even more interesting about this latest collection of Primark is that it is one example of the growing popularity of other Sanrio characters, like Tuxedosam.
Being able to partner with such a diverse roster of characters is a powerful driver of inspiration and brand storytelling, a spirit perfectly embodied by the Hello Kitty And Friends Café, which opened in May 2025 on the Ground Level of Melbourne Central, one of Australia’s key shopping and dining hubs. Designed as an immersive celebration of the Sanrio universe, the venue features multiple themed areas: Cinnamoroll World offers Japanese-inspired treats like strawberry sandos and bento boxes; Hello Kitty Corner provides quick coffee and pastries; and the Friends Garden highlights exclusive Sanrio-Melbourne illustrations. A dedicated gift shop sells limited-edition merchandise created in collaboration with local Australian designers, blending Sanrio’s global appeal with a regional twist. Already generating strong consumer engagement, the café exemplifies how character licensing can create high-impact retail experiences that resonate with both fans and food lovers.
Sanrio characters were also the stars of another collaboration, this time in France with Merci, which showed Sanrio’s cute takeover potential. The French concept store’s collection features Hello Kitty and her friends on new items and reimagined classics, including apparel, stationery, and accessories. The collaboration was completed by an impressive window takeover in selected Merci Shops and by a digital campaign to drive consumers to the chain’s website.
Another example is the Lush x Hello Kitty And Friends collection. The beauty company, known for its innovative and ethical approach, turned Sanrio characters and their universe into bath bombs, perfume, and shower gels, leveraging not only the company’s flagship character but also her friends. The launch was also celebrated with a special event in Covent Garden in London, where Hello Kitty herself made an appearance for a lovely party featuring a digital photobooth, giveaways, and limited-edition products.
The collection included bath bombs and products shaped after My Melody and Kuromi, the two undisputed stars of 2025, who are celebrating their 50th and 20th anniversary. In the past months, several collections focused on this character were launched, including Bershka and Cotton On. However, the celebration reached its climax in July when the stop-motion series My Melody & Kuromi premiered on Netflix. The show is also another example of Sanrio’s ability to blend together different audiences and industries, leveraging the strong influence Asian cultures have on all markets.
Celebrities showing their appreciation for Sanrio characters is not a novelty, as the list of singers, actresses, and VIP who have flooded social media with photos wearing Hello Kitty-branded clothes or throwing Sanrio-themed parties is getting longer and longer. This summer, even high fashion couldn’t resist the allure of Hello Kitty and Kuromi. The beloved Sanrio characters made a memorable appearance as special guests at the Germanier Fall 2025 Haute Couture runway show, dressed in custom Germanier looks that seamlessly blended their iconic cuteness with the designer’s bold, avant-garde style. Sanrio’s presence extended beyond the front row and onto the catwalk itself, where one of the standout moments was a model wearing a striking outfit made entirely of inflatable balloons shaped like the characters
Speaking about special collaborations that merge different industries, earlier in June, it was Mr. Men Little Miss’s turn to bring their quirky charm on the stage, teaming up with global pop sensation Tate McRae. The singer, who counts more than 20 million followers across Instagram and TikTok, became Little Miss Possessive, a bespoke Mr. Men Little Miss character created to celebrate her Miss Possessive Tour. The character donned t-shirts, pullovers, and hoodies available for purchase online and at tour venues.
Created nearly 55 years ago by Roger Hargreaves, the British brand Mr. Men Little Miss remains one of the most sought-after partners for companies looking to add a playful, unexpected twist to their campaigns. This summer, Heinz teamed up with the iconic characters to launch its newest family-friendly pasta sauce — and introduced a brand-new addition to the cast: Mr. Ridiculously Good.
Read the complete article in the fall issue of Licensing Magazine, page 40.
