Sanrio, Inc. and NECA Sign Licensing Agreement

                Sanrio, Inc. and NECA Sign Licensing Agreement

Hello Kitty Product Line-Up To Be Revealed at New York Toy Fair

PR Newswire

HILLSIDE, N.J., Feb. 10, 2013

HILLSIDE, N.J., Feb. 10, 2013 /PRNewswire/ -- Sanrio, Inc., creator of the
global icon Hello Kitty^®, and National Entertainment Collectibles Association
(NECA), a world leader in licensed consumer goods, have announced a licensing
agreement to produce games, collectibles, toys and novelty items featuring
Hello Kitty and other Sanrio characters. The new collections will launch at
New York Toy Fair, February 10-13. The agreement is effective immediately.

"We are honored to be part of such a beloved brand with such a rich history,"
said Joel Weinshanker, President and COO of NECA. "So many fans, our team
included, have loved Hello Kitty from the beginning, and we're thrilled at the
opportunity to work with Sanrio to serve these loyal fans,"

The new Hello Kitty line will cater to long-time collectors, with action
figures and statues, high-end lamps, calendars, tea sets, vintage carrying
cases, and more, as well as various tabletop games, plus a HeroClix miniature
gaming collection from NECA's games subsidiary WizKids. The highly anticipated
Hello Kitty products will begin launching in North America this summer.

The upcoming product line-up adds to NECA's extensive catalog of distinguished
licenses. For more information, visit NECA (booth #4802) at New York Toy
Fair, February 10-13.

About Sanrio
Sanrio, best known for global icon Hello Kitty and home to many endearing
characters including Chococat, My Melody, and Keroppi, is a worldwide
lifestyle brand founded on the "small gift, big smile^®" philosophy -- that a
small gift can bring happiness and friendship to people of all ages. For over
50 years, this philosophy has served as the inspiration for the broad spectrum
of unique Sanrio products and experiences. Today, more than 50,000
Sanrio-branded items are available in over 70 countries and upwards of 12,000
U.S. locations including department, specialty, national chain stores and over
100 Sanrio boutiques. For more information, please visit and

About NECA
National Entertainment Collectibles Association Inc. is a media and
entertainment company operating in the United States and internationally, with
three segments: Consumer Products, Filmed Entertainment and Online
Retail/Digital Distribution. NECA is the leading designer, marketer, and
worldwide distributor of licensed entertainment consumer goods based on some
of the world's most established and beloved properties, providing products
across all consumer categories and distribution channels. Together, NECA's
divisions provide a comprehensive, end-to-end solution to elevate each
property, maximizing exposure and reach, while protecting the vision of the
creator. As a result of NECA's singular passion and reverence for the
intellectual property backing its products, some of this generation's most
recognized content creators enjoy working with NECA, allowing us to help bring
their vision to their audience. For additional information, visit

About WizKids
WizKids/NECA, LLC, a wholly-owned subsidiary of NECA, is a New Jersey-based
game developer and publisher dedicated to creating games driven by
imagination. WizKids first pioneered the Combat Dial system featured in
HeroClix, the most successful collectible miniatures game on the market today,
with over 400 million miniature game figures sold worldwide. WizKids continues
to produce new proprietary game platforms and properties including the
award-winning board game Mage Knight, the groundbreaking Dice Building Game
engine used in the critically-acclaimed game Quarriors, as well as the
innovative Connect with Pieces puzzle building game platform. For additional
information, visit


Contact: P.R. Contact - NECA and WizKids: Leo Saraceni,,
+1-908-686-3300 ext 230; or P.R. Contact - Sanrio: Orsi Public Relations,
Dyann Hawkins,, +1-323-874-4073
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