Sanrio plans digital activations, exhibitions, themed events and more for Hello Kitty’s birthday.
Known worldwide as a timeless cone, theHello Kitty, turning 50 in November of this year. The date, so important for the character’s fans, marks more than just the birthday, it represents the result of the strategy adopted by the character.Sanrioa Japanese company that owns several characters, in making Hello Kitty one of the most loved and recognized brands worldwide by adults and children.
The brand has stood out over the last 5 decades, with different activations and experiences for the general public, whether through the creation of cartoons, exclusive events and major successful partnerships. And, to celebrate this special date, Sanrio has just announced some commemorative actions that will be carried out throughout the year.
With complete planning, which foresees actions for every month of the year, Hello Kitty will carry out several online and offline activities. At theTikTok, for example, fans will have access to an effect that allows them to create and share videos with the character’s theme. Furthermore, the This is Hello Kitty profile (@this_is_hellokitty_) will publish four short and unreleased animations monthly.
Still within the digital universe, in the gameRoblox, fans will find many ways to fully immerse themselves in the Hello Kitty-themed world at My Hello Kitty Café. Game users will be able to explore a booth to take photos, enjoy a mini game with emotes, costume rewards, in addition to purchasing avatars.
In addition to the digital world, Sanrio is preparing several new features. In partnership with Lolja, the character’s recently launched e-commerce will feature an exclusive 50th anniversary Hello Kitty collection. Furthermore, the company has already signed several special partnerships, with renowned companies in the market, to launch unique and commemorative collabs in the fashion and beauty segment.
2024 will be full of activities and, right at the beginning of the year, will feature urban art at Beco do Batman, a very popular and touristy place in So PauloI know Paulo, located in Vila Madalena. There will also be an immersive exhibition in So Paulo and Porto Alegre, which will tell the character’s story and provide several spaces for visitors to marvel and take photos. In addition to three Hello Kitty themed races for adults and children, events in shopping malls throughout Brazil, social campaigns and partnerships with influencers. The Hello Kitty Parade, a cultural event developed by the company, will feature 50 fiber dolls of the character, hand-painted by artists in an open gallery format, and will result in a special exhibition, which will travel throughout Brazil throughout the year. And finally, in November, the month of the character’s birthday, Sanrio will prepare a super special activation for fans and partners at Roda Rico, one of the newest tourist spots in the capital of São Paulo.
According to Monica Joseph, Commercial and Marketing Manager at Sanrio in Brazil, this is just part of everything that is being structured for 2024. We are preparing several actions to celebrate this very important date, which is Hello Kitty’s 50th birthday. Fans can expect lots of news and surprises, reveals the executive.
All news and experiences developed for the Brazilian celebrations will be published on Sanrio Brasil’s Instagram (@sanriobrasil) and on the character’s official profile (@hellokittybrasil).
*Cover photo: Disclosure/Hello Kitty
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