Hello Kitty was born in 1974. Throughout the years she has become one of the most unique and interesting pop characters ever created, the symbol of the kawaii (cute) Japanese tradition and a worldwide social icon with relevance to women of all ages, ethnicities and economic backgrounds as well as an inspiration to artists and designers.

Thanks to her brand values - happiness and kindness, inclusivity and simplicity - Hello Kitty is today one of the coolest lifestyle brands, joining forces with the most respected Companies in every possible category…: as Hello Kitty says, you can never have too many friends! In fact, she is a global and established phenomenon thousands Hello Kitty-branded items available in 130 countries.

In 2024 Sanrio announced the partnership with Giochi Preziosi as Master Toy Licensee for the European market. This allows Sanrio to expand its range of products in the strategic toys market, that is where Sanrio IPs can first meet with their youngest audience and cherish lifelong relationship. Fashion remains at the forefront of its development strategy with Hello Kitty featured in the collections of many major fashion retailers.