Monica Joseph, Sanrio’s sales and marketing manager, shares details about the character’s 50th anniversary celebration
Hello Kitty will celebrate its 50th anniversary in 2024, maintaining its emotional memory in people even after so long. Recently, Sanrio announced the launch of postage stamps featuring the character in partnership with the Brazilian Post Office, for the first time in Latin America, to celebrate this special milestone for the company.
In addition to an exclusive line of beauty and self-care accessories with Riachuelo, clothing in adult and children’s sizes and home fashion pieces, developed in partnership with Casa Riachuelo.
In the following interview, Monica Joseph, commercial and marketing manager at Sanrio in Brazil, tells us more about the actions planned to celebrate Hello Kitty’s 50th anniversary, the differences in Brazilian communication, strategies, actions with influencers, among other topics.
What actions have already taken place to celebrate Hello Kitty’s 50th anniversary?
To celebrate Hello Kitty’s 50th anniversary, we organized a series of memorable events. We started with a wall painting by artist Cléo Moreira in Beco do Batman, in São Paulo. Soon after, we launched the immersive experience “Hello Kitty: 50 Years of Charm and Magic”, which provided a unique dive into the character’s universe. In addition to these activations, we developed the “Hello Kitty Parade”, a competition to style 50 fiber sculptures of the character, which resulted in a traveling exhibition in several locations in Brazil. In July, we held the race, which brought together more than three thousand women at the São Paulo Botanical Garden, with special celebrations for the event. Also, in July, we participated in the Japan Festival, the largest festival of Japanese culture in the world, with a themed booth celebrating the character’s anniversary. We collaborate with notable personalities, always thinking about our fans, and we launch special and exclusive products, such as a commemorative plush toy, a postal stamp, t-shirts and other items, all printed with the visual identity developed to celebrate the character’s 50th anniversary in 2024.
Which ones are still planned?
We still have several events planned until the end of the year. In October, for the fourth consecutive year, we will have a children’s race, and in November, we will hold a special anniversary event, which promises to be an unforgettable celebration in a remarkable location in the city of São Paulo: Roda Rico. In addition, new partnerships and special collaborations will surprise our fans and consumers of the brand even more. These partnerships involve renowned brands as well as influencers, stylists and relevant personalities.
How did Sanrio’s partnership with the Post Office for the commemorative edition of Hello Kitty postage stamps come about?
The partnership with the Brazilian Postal Service was the result of an initiative by the agency itself to celebrate Hello Kitty’s 50th anniversary. It was a collaborative process to develop a special edition of postage stamps featuring the character, launched for the first time in Latin America. In addition, it had the support of the Sanrio design team, which created three unique stamp models that captured the essence of Hello Kitty.
What are the most iconic marketing actions or campaigns in these 50 years?
We created a special visual identity to celebrate Hello Kitty’s 50th anniversary, which has been a huge hit with fans. In addition, we had the Hello Kitty Parade project, which, in addition to Hello Kitty having received different versions by different artists, managed to unify culture and art in a democratic way. Hello Kitty has always had a significant impact on pop culture and these campaigns have increased its popularity over the years in Brazil.
Since Hello Kitty is a global character, is communication different in each country?
Yes, we adjust our communication to suit the cultural preferences and market trends of each country. Here in Brazil, we understand our audience and their desires and create content, in addition to developing strategies that directly reach our target market. Of course, we always maintain the essence of Hello Kitty, but adapt the messages as necessary.
What strategies does Sanrio use to keep Hello Kitty’s image in people’s minds?
Emotional memory is a very important factor, since the love for the character is commonly passed down from generation to generation, which makes Hello Kitty a timeless icon among fans. Our main task is to constantly engage with our audiences to always strengthen the emotional connection. In this way, our strategies include regular launches of new products, events, collaborations with recognized brands and continuous involvement and engagement on social media. We work to keep Hello Kitty relevant and present in people’s daily lives. We have expanded our product line to include several segments, ranging from fashion, personal care, toys, games, to home items and sporting goods, in addition to the remarkable experiences we develop through restaurants, cafés and events in shopping malls.
What are the main moments of Hello Kitty in Brazil?
As a timeless brand that resonates with different generations, Hello Kitty has always proven to be versatile over the years in Brazil. Evolution has permeated the brand’s history through different activations to delight the public, special products to surprise fans, special collaborations with Kiss, Naruto, Turma da Mônica and Sabrina Sato, as well as special experiences and activations to strengthen relationships with the public. It is also important to note that Hello Kitty’s popularity has grown significantly with the increased interest of Brazilians in Japanese culture and the kawaii universe. The brand’s features are minimalist, providing enchantment and beauty in products and activations, helping to consolidate the character’s image in the Brazilian market.
How has communication evolved over the years?
Over the years, we have built campaigns with a more digital approach, using Instagram and TikTok trends to engage a modern and diverse audience. We are also increasingly present in games and developing special content for YouTube, digital platforms, streaming services and TV. Currently, we make heavy use of social media and influencer marketing to reach fans in a more dynamic and personal way. In addition, we created Sanrio Cast, a relaxed B2B space that explores more about the universe of the brand’s characters, promoting interviews with fans, partners and licensees, and sharing the latest news in the brand licensing market.
Does Hello Kitty partner with influencers? If so, who are they and what is the strategy?
Our strategy is to work with influencers from a wide range of segments who have an authentic connection with the brand. Through organic actions and paid advertising, agreed directly with the licensee, we reach new audiences and keep the brand relevant among different age groups. In general, partnerships are strategically chosen to increase engagement and reach new consumers. The results have been very positive, expanding Hello Kitty’s presence on social media and in the mainstream press.
