Azerion, a digital media and entertainment platform, Sanrio, and Bare Tree Media, a digital licensee for Sanrio, are expanding their recent partnership with a launch scheduled for this year.  

Given the successful launch of Hello Kitty virtual goods last year, starting this month, "Habbo" and "Woozworld" players will be able to interact with the character My Melody, who arrives in the metaverse with a variety of assets, including exclusive themed virtual clothing and furniture.  

The partnership will soon extend to the other Sanrio characters, starting with the new My Melody collection and continuing with a rollout that will soon feature Badtz-Maru, Chococat, Keroppi, Kuromi and Little Twin Stars.  

"Azerion has a solid reputation for developing and maintaining high quality, engaging games with global brand recognition," says Christopher Daniels, chief operating officer, Sanrio Brazil, "We're confident that their abilities to build and manage an enthusiastic community across various titles will enable us to reach new audiences with our beloved characters. We are excited to continue this work with the teams at Bare Tree Media and Azerion to release our other characters within a fun and engaging environment for our fans."  

"Azerion's continued partnership with such iconic characters positions Sanrio as a next-generation global brand," says Jurriaan van Teunenbroek, vice president, Azerion. "With this new collection, Azerion will give Hello Kitty and the other characters a strong position in the ever-expanding metaverse. We are optimistic about the possibilities of working with a renowned company like Sanrio Brazil."