From playful nostalgia to pop-culture icons, character-led intellectual properties (IPs) are rewriting the rules of retail. As Indian consumers increasingly seek self-expression and emotional connection through the brands they buy, global icons like Hello Kitty are stepping beyond the toy aisles and into premium fashion, lifestyle, and experiential retail spaces.
Sanrio, the global creator of Hello Kitty and her world of adorable companions, has been at the forefront of this shift. Sanrio is redefining what character licensing means for a new generation of Indian shoppers. Since officially entering India in 2024, the brand has rapidly expanded its footprint, blending international collaborations with local partnerships to deliver immersive, aspirational retail experiences.
In an exclusive conversation with IMAGES Business of Fashion, Silvia Figni, COO, EMEA, India and Oceania, Mr Men Worldwide – Sanrio Company Ltd., shares how Sanrio is driving the premiumisation of India’s retail formats through the emotional power of its beloved characters, strategic partnerships, and a strong omnichannel focus that meets fans wherever they are.
Excerpts from the freewheeling chat…
Since Sanrio’s entry into India last year, how has the brand’s presence evolved? What have been some key milestones so far?
India has been a key focus market since Sanrio’s entry in 2024. We launched the business on a solid foundation—working closely with our agent to define a clear strategy, reconnect with key licensees, and align marketing plans to ensure the brand is promoted in line with its vision.
These efforts have quickly borne fruit. Both Sanrio and Hello Kitty have seen remarkable growth: our network of licensees has tripled, and our product portfolio has expanded significantly. Today, Indian fans can access more than 400 authentic Hello Kitty products across categories such as apparel, soft toys, stationery, jewellery, and more.
With several new collections tailored for the Indian market, this momentum is set to grow even further in the coming months.
What kind of marketing / branding initiatives have you undertaken to capture the Indian market? Who is your primary TG here?
Our India strategy rests on two pillars—building awareness and expanding access. We’re investing heavily in content creation and strengthening our presence across platforms most relevant to Indian audiences. At the same time, we’re ensuring that authentic Hello Kitty merchandise is available across the right channels.
Choosing the right partners is equally vital. Collaborations with leading players have helped us create impactful in-store activations—like Hello Kitty corners with photo opportunities and themed activities at Phoenix Marketcity in Chennai and Bangalore.
As for our target groups, Hello Kitty and Sanrio characters are truly cross-generational, resonating with fans of all ages and genders. That said, we are also reinforcing our footprint in core kids’ categories such as apparel, toys, back-to-school products, stationery, and more.
Beyond nostalgia, what are the emotional and aspirational triggers that draw Indian consumers to character IPs like Hello Kitty?
Beyond nostalgia, Indian consumers are drawn to character IPs like Hello Kitty for the strong emotional and aspirational values they embody. Hello Kitty represents friendship, kindness, and inclusivity—universal themes that resonate deeply in a society navigating growing social and cultural complexity. For younger audiences in particular, she serves as a symbol of comfort and positivity.
Aspirationally, Hello Kitty’s global appeal and status as a fashion and lifestyle icon allow Indian consumers to connect with international trends while still expressing their individuality. Incorporating characters into everyday life—through fashion, accessories, or digital expressions—enables fans to showcase personality and align with a like-minded community.
Gen Z and millennials increasingly treat retail as a lifestyle experience. How does a character IP like Hello Kitty connect with them differently compared to traditional fashion or retail brands?
For Gen Z and millennials, retail is no longer just about products—it’s about lifestyle and self-expression. Wearing a T-shirt or accessory featuring a beloved character is a way to communicate identity and values. This is the unique power that Hello Kitty and other Sanrio characters bring to the market.
What sets Hello Kitty apart from other IPs is her status as a global lifestyle icon. Her simple yet versatile design allows seamless integration across brands and categories, making her relevant not only as a nostalgic character but also as a contemporary symbol of individuality and belonging.
Tell us about Sanrio’s product portfolio in India and how it has been curated for local consumers?
Our product portfolio in India is designed to make authentic licensed products easily accessible to a growing consumer base—at the right price points and through the most relevant distribution channels, from physical retail to online platforms and quick commerce.
Globally, apparel is the strongest category for licensed consumer products, accounting for 55% of the market in 2024–2025, followed by footwear and accessories at 33% (Global License).
In India, we’re maintaining a broad category mix, with apparel and toys leading performance across markets. Food & Beverages also represents an exciting new frontier for us.
Tell us about your partnerships in India with brands and retailers. How do these partnerships help expand Hello Kitty’s premium positioning here?
In India, we partner with brands and retailers that offer strong product propositions, have extensive distribution networks, deeply understand their audiences, and possess the marketing expertise needed to effectively engage Hello Kitty fans.
How do you see character-led IP contributing to the premiumisation of retail formats in India?
Globally, the Licensed Entertainment and Character Merchandise market was valued at US$166.78 billion in 2024 and is projected to reach US$268.81 billion by 2031 (QY Research Inc.), reflecting a trend that is mirrored in India.
Here, Hello Kitty and other Sanrio characters help elevate retail formats by transforming stores, corners, and product displays into immersive, aspirational experiences, exactly what consumers seek when shopping in physical stores compared to e-commerce.
Another key driver is the ‘kidult’ phenomenon, where adult consumers purchase character-themed merchandise across lifestyle categories, from collectibles to tech accessories.
Consumers now perceive these products—not only toys and fashion, but also collectibles, home décor, and tech accessories—as high-value items. This expanded perception opens the door for Hello Kitty and Friends to enter new categories.
Are there any global collaborations or activations that you are considering adapting for the Indian market?
Sanrio is actively exploring ways to adapt and expand global collaborations for the Indian market. This is already underway: global partnerships with brands like Puma, Lush, H&M, Zara, and Bershka have brought collections featuring Hello Kitty, My Melody, Kuromi, and other beloved Sanrio characters to India. These collaborations have been well received.
Looking ahead, we will continue introducing global collaborations to Indian consumers, while exploring localised activations and co-branded campaigns that reflect regional tastes and cultural moments. Our goal is to create a seamless brand experience that combines Sanrio’s global recognition with the unique preferences of Indian audiences.
Do you see a link between fandom intensity and the willingness to pay a premium for IP-driven products?
Absolutely. The stronger and more engaged a fan community is—on social media or through collectibles—the more likely they are to invest in premium offerings. We track this through research, market benchmarking, and annual character rankings that help us identify which IPs inspire the highest loyalty and value perception.
In such a fast-moving market, how do character-led IPs maintain relevance and avoid consumer fatigue?
Relevance begins with choosing partners that share our core values—simplicity, inclusivity, and positivity—so every collaboration feels authentic. We also keep experiences fresh by leveraging the flexibility of our characters in storytelling and design. This balance of consistency and creativity keeps fans excited and emotionally invested.
How do you see physical retail versus e-commerce playing out in India for character-led IPs?
Both channels are essential and complementary. E-commerce has expanded accessibility, while D2C and quick-commerce platforms like Swiggy Instamart and Blinkit make impulse purchases easier than ever. Physical retail, on the other hand, offers the tactile, immersive experiences that deepen brand affinity. Ultimately, our strategy is omnichannel: meeting consumers where they are.
Looking ahead, how do you see character-led IPs shaping India’s premium fashion and retail industry in the next 3–5 years?
Character-led IPs will continue to influence Indian fashion and lifestyle retail. Personalization is central to today’s consumer behavior, and characters like Hello Kitty offer a distinct way to express identity and values. This appeal has already powered successful global partnerships, and in India, the appetite is growing rapidly.
Character licensing is no longer limited to children—young adults now embrace it across apparel, accessories, beauty, and homeware. Global brands launching IP-led collections here validate the immense potential of this segment to reshape India’s premium retail landscape.
What are your short- and long-term goals for Hello Kitty’s growth and market penetration in India? And what’s next for Sanrio in India—any upcoming collaborations, retail formats, or categories that you’re excited about?
Our ambition is for India to become one of Sanrio’s top five global markets within five years. We’re focused on expanding across categories through both international and homegrown partnerships, while exploring new avenues such as Food & Beverages.
Hello Kitty will soon be joined by other Sanrio favourites like Kuromi, My Melody, and Cinnamoroll—gaining traction through digital content, collaborations, and events. Fans can look forward to fresh collaborations and immersive experiences across fashion, lifestyle, and digital platforms as Sanrio strengthens its bond with Indian audiences.
