Sanrio, Inc. and NECA Sign Licensing Agreement

Feb 13th 2013

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

Hillside, NJ—February 10, 2013Sanrio, 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 www.sanrio.com and www.facebook.com/hellokitty.

About National Entertainment Collectibles Association Inc.
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.

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.

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