Rubies is expanding dress-up with a Sanrio-based line that brings Hello Kitty and Friends into costumes, accessories and play sets for children and adults. Built for kids and Sanrio's expanding adult fandom, the program gives both groups more ways to wear and play with the characters in one coordinated range.
Planned for retail in 2027, the line covers EMEA, Australia and New Zealand. Using characters such as Hello Kitty and Kuromi helps the assortment stretch from Halloween to cosplay, while the adult focus moves it beyond children's partywear.
The 2027 retail timing, ahead of the 2028 Hello Kitty movie, gives retailers time to build a broader Sanrio dress-up business before film tie-in demand peaks. Rights across EMEA, Australia and New Zealand widen Rubies' licensing reach and turn one character deal into year-round shelf space.
Image Credit: Rubies
What Makes This Trend Stand Out
- Multi-generational Fandom
- Character costume ranges that serve children and adults reflect growing demand for shared fandom experiences across age groups and occasions.
- Year-round Dress-up
- Licensed costumes are expanding beyond Halloween into cosplay, parties and everyday play, creating broader retail relevance for character-driven products.
- Pre-launch Franchise Retailing
- Retail programs timed ahead of major entertainment releases can build audience familiarity and commercial momentum before media-driven demand spikes.
Sectors Adopting This
- Licensed Apparel
- Character-based clothing and accessories present opportunities for brands to turn entertainment properties into coordinated lifestyle and occasionwear assortments.
- Toy and Costume Retail
- Dress-up play sets and costume accessories can extend shelf life by blending imaginative play with collectible fandom appeal.
- Entertainment Licensing
- Regional rights packages tied to globally recognized characters can expand franchise value through merchandise ecosystems that reach multiple markets.
