Sweethearts® announced an exciting new creative collaboration with Sanrio®. Together, the two powerhouse brands are launching a comprehensive, multi-category product collection designed to celebrate friendship, kindness, and love — just in time for Valentine’s.

Rolling out to major retailers nationwide beginning in January, the Sweethearts x Hello Kitty and Friends collaboration brings together the emotional equity of both brands in a fresh, modern way that resonates with kids, teens, and nostalgic adults alike. The program spans a wide range of leading categories, offering retailers a cohesive, high-visibility seasonal platform with strong cross-merchandising potential. The collection features fan-favorite characters including Hello Kitty®, My Melody™, Kuromi™, and many other beloved friends interacting with iconic and playful Sweethearts messages.

“This collaboration brings together two brands that are deeply embedded in pop culture and emotional connection,” said Evan Brock, Vice President of Marketing of Spangler Candy. “Sweethearts has always been about sharing feelings and celebrating moments of connection, and Hello Kitty and Friends amplifies that message with a universal language of kindness, friendship, and joy. Together, we’re delivering a program that is both emotionally resonant and commercially compelling for retail partners.”

The collection features thoughtfully designed products across multiple key consumer categories, unified by vibrant co-branded visuals, collectible appeal, and giftable formats ideal for Valentine’s Day and beyond. Each product highlights the optimistic messaging that defines both brands, making the line highly suitable for seasonal displays, endcaps, impulse zones, and gifting destinations throughout the store.

Jill Koch, SVP of Brand at Sanrio, Inc. said:

“Hello Kitty and Friends have always stood for friendship, kindness, and meaningful connection, and Sweethearts has been part of how people express those feelings for generations. This collaboration brings those two worlds together in a way that feels thoughtful and joyful – pairing our iconic characters with the playful language of Sweethearts to create products that celebrate connection in a simple, heartfelt way.”

The Sweethearts x Hello Kitty and Friends collection will be available at leading mass, grocery, drug, and specialty retailers starting in January, with marketing support, in-store merchandising opportunities, and promotional assets available to retail partners.

The collaboration was brought together by Spangler Candy’s Licensing Agency, Lisa Marks Associates, (LMA), together with Sanrio. For more information about the collaboration or wholesale opportunities, please contact Danielle LeSane at DCook@lma-inc.com.