Tanaka Farms in Southern California will highlight the popular Sanrio characters during its Fall Harvest Festival as well as other seasonal activations.

NORTH AMERICA–Sanrio has partnered with Tanaka Farms in Irvine, Calif., for a year-long collaboration featuring Hello Kitty and other popular Sanrio characters.

Through the agreement, Hello Kitty, Keroppi, Chococat, My Melody and Pochacco will be integrated into Tanaka Farms’ educational programing, which teaches visitors the importance of healthy eating as well as sustainability, responsible farming and agriculture. The characters will also be incorporated into photo opportunities, daily activities and seasonal celebrations throughout the year.

Sanrio and Tanaka Farms’ partnership will kick off on Sept. 30 with the opening of Tanaka Farms’ Pumpkin Patch and the Fall Harvest Festival, which will take place every weekend during the month of October. The Farm will also host a Halloween event, which will feature a Sanrio costume contest as well as appearances by Hello Kitty.

Additionally, a limited edition collection of Sanrio ♥ Tanaka Farms merchandise will also be available at the Farm’s Market Stand.

“As a lifestyle brand, Sanrio strives to bring unique and meaningful experiences to our fans,” says Jill Koch, senior vice president, brand management and marketing, Sanrio. “Tanaka Farms’ goal of cultivating community aligns perfectly with Sanrio’s mission of fostering social communication. We look forward to working on year-round programming so that fans of all ages can enjoy each season at the farm with their family and friends.”