Sanrio Unveils New Brand

Multi-character brand will launch in conjunction with the “say hello!” app.

Sanrio has launched Hello Sanrio, a new lifestyle brand that will unite characters and fans through products and digital content in an immersive world, at San Diego Comic-Con.

Hello Sanrio will mark the first time the company has premiered a new multi-character brand through digital content.

Sanrio has planned multiple activations during Comic-Con, which kicks off today in San Diego, Calif., and runs through Sunday.

A digital “kawaii” community created through a suite of lifestyle apps has been created in partnership with Hyper Hippo Games and will initially feature characters Hello Kitty, Keroppi, Chococat, Badtz-Maru, My Melody, Pompompurin, Gudetama, Little twin Stars and Pochacco.

The suite of apps will also connect fans and provide a platform where they communicate and experience the Sanrio universe, as well as learn about product launches and promotions.

Other avenues of engagement for fans at the convention include the “say hello!” app, which is the first app to be available from the Hello Sanrio suite of lifestyle apps and will be unveiled at Sanrio’s booth.

Meanwhile, the first Hello Sanrio product–a limited edition collection of five mini plush inside a vinyl tote bag–will be available at the company’s booth inside the convention center.

On the streets of San Diego, fans can pay a visit to the Hello Kitty Café Truck, which will debut a Hello Sanrio macaron set as well as offer various treats.

“The introduction of Hello Sanrio marks an exciting evolution in Sanrio’s history–a history that’s rooted in fostering social communication, connecting people and nurturing friendships,” says Jill Koch, senior vice president, brand management and marketing, Sanrio. “Hello Sanrio adds to this rich history by creating a world in which Sanrio’s fans can engage and interact with one another and with our expansive roster of characters through a suite of apps, unique digital content and super cute products.”

A broad range of Hello Sanrio products will launch later this year, as well as additional video content.

The Hello Sanrio brand was initially unveiled in March.