Dalian Talent Group Signs Three-Year Licensing Deal with Hello Kitty

Jun 9th, 2025

This agreement will cover one of the widest-ranging product portfolios for the brand, including home fragrance, personal care products and perfume.

Courtesy of Dalian Talent Group

Dalian Talent Group has partnered with Sanrio for a three-year licensing deal with Hello Kitty and Friends. This agreement will cover one of the widest-ranging product portfolios for the brand, including home fragrance, personal care products and perfume.

“For us, this isn’t just a brand for us to work with,” said Hamish Morjaria, chief executive officer of Dalian Talent Group. “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 across glass, ceramic and silicone materials. Each product is collectible and display-worthy.”

According to the press release, the new collection will be available across Europe, the Middle East and Africa beginning in July 2025. These products will be available for purchase at major retailers, including Minis, HMV, Action, Next and Forbidden Planet.

Silvia Figini, chief operating officer of Sanrio, 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.”