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April 6, 2018
EUROPE–Sanrio has unveiled a new multi-territory campaign, as well as several new fashion collaborations, for its iconic character Hello Kitty.
The new Hello Kitty campaign is inspired by the character’s famous motto–“you can never have too many friends”–and invites influencers between 16- and 30-years-old to join the collective, called Hello Kitty Gang. The Hello Kitty Gang will allow its members to receive the latest Hello Kitty news, exclusive merchandise and be part of the world of Hello Kitty at events throughout the year. The Hello Kitty Gang members will also be the first to share the news with their Instagram communities.
Previous highlights from the campaign include an alternative Valentine’s Day event in London as well as a two-week pop-up at Topshop Oxford Street, where the public could limited edition apparel and accessories. In addition, last month, three influencers from the U.K., Germany and Australia traveled to the Tokyo to visit the Sanrio Expo and Sanrio Puroland in an immersive Japanese experience.
Furthermore, Sanrio has partnered with the global fashion e-tailer ASOS to further bolster Hello Kitty’s fashion game. The e-tailer will launch its biggest ever collaboration this month. In addition, the Italian fashion brand Pinko will also launch a Hello Kitty-branded collection in spring/summer 2018.
Other recent fashion deals for Hello Kitty included a sell-out collaboration with the British brand Lazy Oaf in July, a partnership with the Italian streetwear brand GCDS and collaborations with Ryan Lo and Maria Escote.
Sanrio will also be on-site during BLE (stand A20) to discuss the Hello Kitty Gang and fashion opportunities with potential licensees.
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