Dalian Talent Group has secured a major licensing agreement with Sanrio, covering one of the most extensive Hello Kitty and Friends product ranges to date across Europe, the Middle East, and Africa. The partnership introduces a playful and design-forward product line across home fragrance, personal care, perfume, and gifting.
Building on the viral success of a special 50th Anniversary capsule collection launched in 2024, Dalian Talent Group has unveiled a broad-scale product range under its new three-year licensing agreement with Sanrio. As a global leader in branded and private label lifestyle products, Dalian will bring Hello Kitty and Friends into homes with a series of thoughtfully designed and sensorial collections.
This exclusive agreement represents one of the largest Hello Kitty licensing deals ever signed with a single partner. The collaboration spans an imaginative collection of products—from sculpted candles and bath fizzers to body mists and collector-style gift items—designed to appeal to nostalgic fans and new audiences alike.
The range will debut in July 2025, launching across major retail outlets including Miniso, HMV, Next, Action, and Forbidden Planet.
Dalian’s creative approach goes far beyond traditional licensing models, with a strong emphasis on reusable packaging, multi-material vessels, and scents that embody the whimsical charm of the Hello Kitty and Friends universe.
The product line includes:
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Personal care: Hand wash and lotion duos, alongside quirky bath fizzers
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Home fragrance: LED and 3D sculpted candles, plus stylish reed diffusers
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Perfume: Body fragrance mists and eau de toilette
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Gifting: Fragrance advent calendars, multipacks, and character-inspired candles
Innovative features include 3D character candle lids and silicone toppers shaped like frosted trees or decorative plant pots. Each item is designed for extended use—whether as trinket storage or a keepsake. Scent choices range from Vanilla Crème Brulee to Raspberry Donut and Pina Colada.
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 commitment to ethical production and industry leadership in scalable lifestyle design.
Silvia Figini, Chief Operating Officer Sanrio (EMEA, India and Oceania), added:
“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.”
Product Collections:
Launching from July 2025 both in-store and online, the four main collections include:
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The Original Collection – Featuring nostalgic colours and fruity scents like tutti frutti and cherry rose
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The Bakery Collection – Designed around baked treats, with croissant- and cupcake-shaped fizzers and toppers
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The Seasons Collection – Celebrating the year’s changing moods with themed toppers and reusable vessels
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Hello Kitty and Friends Collection – A bold, character-led series with scents such as warm cashmere and passionfruit & kiwi
Retail prices will range from £4.99 for smaller gifts to £19.99 for premium collectibles. The full catalogue and pricing details are available upon request.
