17 Jan 2023

Stockholm, Sweden, January 17, 2023 – The world-famous kawaii icon Hello Kitty is taking on a new form thanks to the collaboration between Sanrio and the famed Danish design company Boyhood. The exciting partnership sees Hello Kitty become the latest addition to Boyhood’s collection of signature-styled wooden creations. The deal has been brokered by Plus Licens, Sanrio’s agent in the Nordics and CEE.

A pop culture icon, Hello Kitty made her debut in 1974 and has since spearheaded Sanrio’s collection of characters. Currently more popular than ever, Hello Kitty is trending across all categories, including tv-series, games, and apparel – even in the metaverse, as she now gets ready to cement herself as a wooden icon as well.

The Hello Kitty figurines will premiere at the interior design trade fair Maison&Objet in Paris, on January 19-23, a prime event that sets the tone for the coming season’s trends. Boyhood will create two different-sized versions of Hello Kitty, one smaller (7cm x 9cm x 15cm) and one larger. The small-sized figurine has an RRP of €115 and will be up for sale in Q1 2023, and available in the EU, UK, US, Japan, Taiwan, and South Korea, among other territories.

Boyhood is a Danish design company that designs and produces modern design objects deriving from fantastic boyhood ingenuity. The collections are developed by founder and designer Jakob Burgsø, who creates the objects in high-quality natural materials, mainly oak and leather, from a proud Scandinavian tradition of craftsmanship. Boyhood objects look amazing, inspire happy memories of good times, and put a nostalgic smile on your lips.

 “I am over the moon and so proud of this partnership with a well-known and adored character like Hello Kitty. As a big brother to a sister who was passionate about the Hello Kitty universe, it has been a part of my teenage years. At that time being, I did not see the big fuss about this small, cute character. But now 25 years later it represents a special time in my childhood home, gives me nostalgic memories, and puts a smile on my face, which is one of the Boyhood Collection´s keystones. I can’t wait to show the iconic Kitty to the world. The result is amazing, and we have made a classic design collectible that will bring joy to many generations,” says Jakob Burgsø, Designer and Founder of Boyhood.

“We are very excited to team up with such a creative brand as Boyhood. The design and the quality of the figurines are remarkable. With their simplicity and elegance, they capture Hello Kitty’s essence, relying on her most iconic element, her bow. We are sure our fans around the world will love it,” commented Silvia Figini, Chief Operating Officer Sanrio – EMEA, India and Oceania Mr Men – Worldwide.

The exciting partnership with Boyhood comes as Sanrio continues to build towards Hello Kitty’s 50th anniversary in 2024.

About Plus Licens

Plus Licens is a European licensing agent with headquarters in Sweden. Plus Licens represents brands and characters in the Nordics, Central Eastern Europe, Europe, and globally. Plus Licens have represented Hello Kitty and multiple other Sanrio characters in the Nordics since 2006. 

About Sanrio

Sanrio is the global lifestyle brand best known for Hello Kitty and is home to many other beloved character brands such as My Melody, Little Twin Stars, Cinnamoroll, gudetama, and Aggretsuko. Founded in 1960 in Japan, Sanrio has turned the gift-giving tradition into the company’s mission to help people express their heartfelt feelings. This philosophy has served as the inspiration for the broad spectrum of unique products and experiences offered by the company. To learn more about Sanrio, please visit or follow them on Facebook, Instagram, and Twitter.

About Hello Kitty

Hello Kitty was born in London in 1974. Throughout the years she has become one of the most unique and interesting characters ever created, 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 affection, fashionable for all ages, always popular, never stale, never out of date, simplicity, and flexibility – 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!

About Boyhood

“Scandinavian design revived from Boyhood ingenuity!” Boyhood is a Danish design company, founded by designer Jakob Burgsø. All objects are made of high-quality, natural materials, mainly oak and leather. Visit for more information.

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