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Dalian Talent Group has announced a groundbreaking three-year licensing partnership with Sanrio, granting the company rights to an expansive Hello Kitty and Friends product range across Europe, the Middle East, and Africa. The deal introduces a fresh take on the beloved characters through home fragrance, personal care, perfume, and gifting collections.
Hot on the heels of its viral 2024 capsule celebrating Hello Kitty’s 50th anniversary, Dalian Talent Group has revealed a larger, multi-category product suite that redefines how licensed lifestyle products are brought to market. The launch signals a significant milestone in Sanrio’s global licensing strategy.
Spanning everything from 3D sculpted candles to perfume mists and collectible gift sets, the agreement marks one of the most far-reaching Hello Kitty collaborations to date. Dalian’s collections will roll out from July 2025 in top-tier retailers like HMV, Miniso, Next, Action, and Forbidden Planet.
This isn’t just another branded range. The Hello Kitty and Friends line breaks boundaries through its use of diverse materials, multi-use packaging, and fragrances crafted to reflect the heart of each character.
The range covers:
Personal care – Hand care duos and bath fizzers with whimsical shapes
Home fragrance – 3D and LED candles, along with reed diffusers
Perfume – Eau de toilette and body mists
Gifting – Candle sets, advent calendars, and trinket-style packaging
Each piece is designed with thoughtful detail—from silicone toppers resembling frosted pine trees to refillable jars styled as vanity decor. Fragrance notes include playful blends like Tropical Pineapple, Vanilla Crème Brulee, and Strawberry & Cream.
Hamish Morjaria, CEO of Dalian Talent Group, said:
“For us, this isn’t just a brand for us to work with. It’s a true partnership built on trust and creativity. The values of kindness, friendship, and fun align perfectly with our vision for inclusive, joyful products that live beyond the packaging.
Our collections really break with convention, featuring a playful design language across glass, ceramic, and silicone materials. Each product is collectible and display-worthy.”
Sanrio selected Dalian based on its trusted production standards and creative capabilities in delivering scalable, ethical lifestyle products.
Silvia Figini, Chief Operating Officer Sanrio (EMEA, India and Oceania), said:
“The collaboration with Dalian Talent Group started in 2024 with a strategic eye on our Hello Kitty’s 50th anniversary. What began as a celebratory capsule collection has naturally evolved into a three-year global licensing agreement rooted in creativity, craftsmanship, and brand integrity. These exciting collections are a true celebration of Hello Kitty and Friends’ spirit, reimagined for a global audience.”
Launch Line-Up:
Releasing online and in stores from July 2025, the Hello Kitty and Friends catalogue includes:
The Original Collection – A classic tribute with sweet, nostalgic scents
The Bakery Collection – Filled with treat-inspired items like cupcake fizzers
The Seasons Collection – Evocative scents and designs for each season
Hello Kitty and Friends Collection – Character-themed pieces with bold colours and custom scents
Prices will range between £4.99 and £19.99, offering options for both everyday gifting and premium collectors. A complete product list and pricing can be provided upon request.