Sanrio partners with Grandi Giochi for Hello Kitty toy line

Sanrio has revealed it is bolstering its Hello Kitty offering with a brand new toy line in partnership with Grandi Giochi.

The deal will cover several categories with a focus on product development of quality and iconic toys for the brand.

An extensive line of role-play toys, toy cosmetics and dolls, including some co-branded collections with Amore Mio and Pop-Up Dolls, will all feature in the range.

“With a fresh and cutting-edge approach, Grandi Giochi will enhance Sanrio’s values based on the continuous search of unexpected, affordable and fancy solutions to bring happiness to our customers and make them smile,” said Sandrine de Raspide, COO of Sanrio GmbH.

“This line will nicely complement our new toy electronic range from Lexibook launching by the end of this year.”

The Hello Kitty collections are set to role out from spring 2017 throughout the Middle East and Europe.

Lelio Bruno, president of Grandi Giochi, added: “We are very thrilled with this collaboration.

"It is key for our growth strategy and we are focusing our efforts in R&D and communication to build together, with Sanrio, a new range of appealing products that will guarantee a strong re-launch of the toy category in 2017.“

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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