Sanrio

Sanrio is an international lifestyle brand founded by Shintaro Tsuji in 1960. Guided by the philosophy of “Minna Nakayoku” (which in Japanese means “everyone together in harmony”), Sanrio’s mission is to connect people and allow everyone to experience the happiness that comes from realizing that we have someone to talk to openly and share joy, sadness, or pain with.

Over the years, Sanrio has grown thanks to its licensing activities and the collaborations launched featuring its original characters.

Known worldwide for the pop icon Hello Kitty, Sanrio’s portfolio includes over 400 other characters: from timeless classics such as My Melody and Kuromi (celebrating their 50th and 20th anniversaries in 2025, respectively) and Kerokerokeroppi, Bad Badtz-Maru, to more recent additions like Aggretsuko – a red panda who shares her struggles in a Netflix Original series (now in its fifth season) – and Gudetama, a sarcastic, lazy, and unmotivated egg that has quickly won over a young and rebellious audience, starring in the Netflix Original series An Eggcellent Adventure.

Last but not least, the British brand Mr. Men, Little Miss, which for over 50 years has championed diversity and inclusion, appealing to a multi-generational audience.

Licenses

Bad Badtz-Maru

Bad Badtz-Maru is a mischievous penguin created in 1993, known for his bold attitude and growing popularity in fashion with gender-neutral collections. Part of Hello Kitty and Friends, he continues to attract fans of all ages.

Bad Badtz-Maru

Bad Badtz-Maru, a mischievous penguin created in 1993, is a ‘90s icon gaining renewed attention with gender-neutral fashion collections. He is also part of Hello Kitty and Friends.

Charmmykitty

Charmmykitty is a cute Persian cat that Hello Kitty received as a gift from her lovely dad. Charmmy Kitty has great style and personality too! She is very refined and loves everything that sparkles and shines. She is usually obedient and quite, but – at times – she does not listen to anyone and does […]

Hello Kitty

Hello Kitty, a global icon since 1974, continues to inspire and collaborate with top brands. In 2023, she debuted the TV series Hello Kitty: Super Style! worldwide.

Hello Kitty and Friends

Hello Kitty and Friends unites Hello Kitty with other beloved Sanrio characters, promoting friendship, kindness, and inclusivity. The animated series Hello Kitty Supercute Adventures is available on YouTube in six languages.

My Melody

My Melody is a girl rabbit born on January 18, 1975 in the forest of Maryland. My Melody is nice and generous, but also very clumsy. Its greatest treasure is the inseparable cap, which was donated by his grandmother. In Japan, after the launch of My Melody’s cartoon, in 2005, My Melody found an excellent […]