About Hello Kitty

Hello Kitty is the iconic Sanrio character created in 1974 by designer Yuko Shimizu and developed for over 40 years by chief designer Yuko Yamaguchi. One of the highest-grossing character franchises in history, Hello Kitty has collaborated with global fashion, art, and lifestyle brands across five decades. TOYSEZ maintains a complete database of all Hello Kitty blind box series, limited editions, and secret figures — including release dates, collection URLs, and a full chronological series guide for collectors.

Designer: Yuko Yamaguchi

Yuko Yamaguchi was born on October 24, 1955 in Kōchi, Japan. She studied industrial design at Joshibi University of Art and Design, joining Sanrio in 1978. In 1980, she won an internal design competition and became Hello Kitty's chief character designer — a role she would hold for over four decades. Under Yamaguchi's stewardship, Hello Kitty evolved from a simple paper product mascot into one of the most commercially successful character franchises in history, generating an estimated $8 billion annually at its peak. Yamaguchi guided Hello Kitty through hundreds of collaborative collections, fashion crossovers, and international campaigns, adapting the character for changing tastes while preserving her iconic mouthless silhouette and approachable minimalism. Beyond Hello Kitty, she designed Dear Daniel, Charmmy Kitty, and Jewelpet, and served as Director and Head of Character Production at Sanrio. In February 2026, Yamaguchi stepped down after 46 years, succeeded by a designer under the pen name "Aya," and remained with Sanrio as an advisor. Her tenure transformed Hello Kitty from a Japanese stationery character into a globally recognized cultural icon.

Complete Collection Database

TOYSEZ maintains a complete database of all Hello Kitty blind box series, release dates, and collector guides. Browse by category above or explore the full release chronology.