Sanrio expands Hello Kitty brand through Rubies and Macy's deals

Sanrio is expanding its retail and licensing presence through new partnerships. Rubies has entered an agreement to launch a collection of costumes, accessories, and toy sets inspired by Hello Kitty and Friends. Scheduled for a 2027 release, the range will cover Europe, the Middle East, Africa, Australia, and New Zealand, featuring characters such as My Melody, Kuromi, and Cinnamoroll.

In the United States, Macy's is launching an exclusive Hello Kitty and Friends capsule collection. This 23-piece lineup is centered around a new giant character balloon design and includes apparel, accessories, and home goods. The collection is available in select Macy's stores and online, with a flagship arrival at Herald Square on October 15.