KIDSLAND INTL (02122) announced its accelerated expansion into the IP ecosystem and all-age market by collaborating with globally renowned trendsetting toy company Jazwares to debut HELLO KITTY AND FRIENDS toys in mainland China. As the exclusive distributor in mainland China, Kidsland will leverage over two decades of toy industry expertise and distribution networks to promote international brands and IPs in the Chinese market.
Jazwares, a subsidiary of Berkshire Hathaway, has rapidly gained prominence in recent years through its hit plush toy brand SQUISHMALLOWS™. The company won the prestigious "Toy of the Year Award" (TOTY) in the U.S. for two consecutive years (2022–2023) and achieved billions of views on social media platforms like TikTok. It was also the only toy company named in TIME100's list of the world’s most influential companies in 2024.
The HELLO KITTY AND FRIENDS collection by Jazwares creatively blends Sanrio’s classic characters with contemporary designs, featuring plush bouquets, food-themed items, and trendy outfits. A standout product is the first-ever 8-inch Sanrio articulated doll ("BJD") high-end collectible series, which includes 20cm poseable figures of Hello Kitty, My Melody, and Kuromi. These dolls incorporate innovative 9-point articulation, long-leg styling, lifelike "glass eyes," and fashionable outfits and accessories, allowing for versatile posing and DIY customization.
The series gained immense popularity during pre-sales and quickly ranked among Tmall’s "Top-Selling BJD Dolls" during the Double 11 shopping festival within a month of launch. Additionally, at the Shanghai 2025 China Toy Expo in October, the 5-inch Hello Kitty interactive plush won the "Windmill Cup 2026 Debut Upgrade Product" award for its unique design and IP integration.
The board believes this collaboration with Jazwares further enriches Kidsland’s existing IP and trendy toy portfolio, offering Chinese consumers a broader selection of international trend-driven toys. With its extensive brand resources, distribution networks, and marketing capabilities, Kidsland continues to deliver innovative products and immersive toy experiences to the Chinese market.