There are some characters that have a remarkable way of becoming part of our lives, transcending generations and finding new ways to bring a little joy into the everyday. From the beloved characters that decorated our childhood bedrooms and school supplies to the familiar faces we continue to encounter through fashion, collectibles and entertainment, these icons have become much more than simple characters. They’ve become an enduring part of popular culture.
And when it comes to characters who have mastered the art of spreading smiles, few have achieved quite the same level of recognition as Hello Kitty and her friends.
For decades, Sanrio’s colorful collection of characters has continued to capture the hearts of fans around the world, each bringing their own distinctive personality, charm and style. Whether it’s Hello Kitty’s timeless sweetness, My Melody’s gentle nature or Kuromi’s mischievous personality, there’s certainly no shortage of familiar faces for fans to adore.
Now, those beloved characters are preparing to step into an entirely new wardrobe!
Rubies has officially announced a new licensing partnership with Sanrio that will introduce a collection of Hello Kitty and Friends costumes, accessories and imaginative play sets in 2027. The agreement will bring the collection to markets across Europe, the Middle East, Africa, Australia and New Zealand, offering both children and adult fans new opportunities to dress up as their favorite Sanrio characters.
And with a lineup that includes Hello Kitty, My Melody, Kuromi, Cinnamoroll, Pompompurin and Badtz-Maru, there’s already quite a colorful collection of personalities preparing to make their dress-up debut through the partnership.
The upcoming range will extend beyond traditional costumes to include accessories and play sets designed to encourage creativity and imaginative play. While dressing up has long been associated with occasions like Halloween, the new collection is being developed with year-round opportunities in mind, from themed celebrations and cosplay to everyday imaginative adventures.
It’s a particularly fitting direction for Sanrio, whose characters have always embraced individuality and self-expression. Each character brings a distinctive visual identity that fans have incorporated into their personal styles for years, making the transition into costumes and dress-up accessories a natural extension of the brand.
And what makes this partnership especially interesting is that it isn’t being developed exclusively for younger audiences.
With Sanrio continuing to enjoy tremendous popularity among Gen Z and millennial fans, Rubies is preparing a collection that recognizes the franchise’s multigenerational appeal. For parents who grew up loving Hello Kitty and are now introducing the characters to their own children, the upcoming range could offer another way to share that affection through imaginative play and family dress-up experiences.
The announcement also arrives as Sanrio prepares for another significant entertainment milestone, with the upcoming Hello Kitty movie currently planned for 2028. As anticipation builds for the character’s theatrical adventure, the new Rubies collection will offer fans additional ways to celebrate the familiar faces that have made the Sanrio universe so recognizable.
Specific costume designs and product details have not yet been revealed, but the first Hello Kitty and Friends products from Rubies are expected to arrive at retail in 2027, with additional announcements planned over the coming months.
And while the collection’s initial distribution will focus on EMEA, Australia and New Zealand, it’s another example of how Sanrio continues to find new ways to connect with audiences of different ages through fashion, entertainment and play.
Whether you’re dreaming of a sweet Hello Kitty-inspired look, a little Kuromi mischief or something as irresistibly adorable as Cinnamoroll, it seems there will soon be even more ways to bring a favorite Sanrio character into the real world.
After all, sometimes the best way to celebrate a character you love is to step into their world yourself!