Chinese retailer MINISO has partnered with Sanrio to design, build and open a flagship store dedicated exclusively to Hello Kitty and friends in the US. 

This new Sanrio-themed storefront will open in New Jersey’s American Dream Mall next month, featuring a wide range of consumer products including licensed collectibles, backpacks, stationery, bath mats and water bottles. The move comes nearly six months after MINISO tested the Sanrio takeover concept by renovating an existing 5,000-square-foot space in Margo City, Indonesia (pictured). 

Bella Tu, MINISO’s VP and GM of overseas markets, says the retailer’s mission is to leverage its licensed collaborations in order to drive North American growth as it looks to open upwards of 650 new stores worldwide by the end of this year. And MINISO is already eyeing other locations in key cities like Santa Monica, Miami Beach and San Diego for expansion. It currently operates more than 172 stores in the US. 

According to its 2023 annual report, MINISO generated US$1.58 billion in revenue last fiscal year, which was up by 13% from US$1.38 billion in 2022. Sales of lifestyle and pop toy products, including its licensed ranges, accounted for US$1.43 billion of this total take. The company has crafted merchandise for a wide range of kids brands beyond Sanrio’s portfolio, including Mickey & Friends, Tom and Jerry, Care Bears and Minions.