Fluid World, on behalf of Sanrio and in celebration of its 50th anniversary, has signed a deal for Hello Kitty to release her first limited-edition U.K. album under the music and lifestyle brand, Hed Kandi.
"Hed Kandi and Hello Kitty presents Nu Disco" launches on Oct. 25 at U.K. retail and will be available to pre-order from iTunes on Oct. 24. The album will also be exported to territories outside of the U.K. The two-disc album features a cover illustrated by Hed Kandi's Jason Brooks and 24 dance tracks.
"Hed Kandi and Hello Kitty share a lot of the same brand values; fabulous, fun, female-focused and aspirational," says Phil Faversham, Hed Kandi's brand director. "Producing this limited-edition album in celebration of Sanrio's 50th anniversary for Nu Disco is an exciting brand partnership and has given us the opportunity to give our audience something extra special."
Hed Kandi will support the launch with PR and marketing activity, including an outdoor poster campaign and a full advertising execution on the London Underground. Online activity and competitions to win an all-expenses-paid VIP trip to the official album launch party—a Hello Kitty-branded Hed Kandi night at L'Arc nightclub in Paris—will also feature as part of the campaign.