Sanrio is kicking things into high gear as it prepares to celebrate Hello Kitty’s 50th anniversary with digital promotions starting this month, including a collaboration with Global DJ Steve Aoki.
“Ever since I was a kid I’ve had a deep love for everything Hello Kitty,” Aoki says. “Her influence on culture, fashion, art, and design is unmistakable. Witnessing her digital evolution has been amazing, and I can’t wait to see what she’ll do next! I’m confident that she will keep spreading happiness to millions worldwide and I’m proud that there is an official Steve Aoki x Hello Kitty collaboration that we got to share with all the fans called ‘Hello Aoki.’ Happy 50th, Hello Kitty!”
Sanrio will also introduce an augmented reality (AR) app, new animated shorts on TikTok, monthly promotions in My Hello Kitty Cafe on Roblox, and a collaboration with Zepeto. In the AR app, Hello Kitty fans can engage with the character as she dances next to iconic landmarks, including SHIBUYA109 in Tokyo, Big Ben in London, the Eiffel Tower in Paris, Taipei 101 in Taiwan, and the Empire State Building in New York. Fans can also share their interactions with Hello Kitty on TikTok, where they can also find up to four new animated shorts per month from the Hello Kitty TikTok account.
Roblox is also lighting up with Hello Kitty fun including monthly events in My Hello Kitty Cafe. This month, kids can take Y2K-inspired photos in the photo booth and play a mini-game. Next month, kids can explore a museum-themed mini-game and virtual exhibit and participate in the “Find Hello Kitty” challenge. Each month through next November will feature new events.
Zepeto, a social networking platform known for customizable 3D avatars, is also hosting Hello Kitty experiences, including themed landscapes, games, and more. The different experiences include a Boutique Game where users can channel their inner fashion designer with Hello Kitty motifs, contests, and prizes; a Photo Zone where they can find the hidden Hello Kitty; a Dance Zone where users can dance with Hello Kitty and participate in dance challenges; Athletic Games for entertainment and excitement; and Item Shops with Hello Kitty-themed outfits. Hello Kitty items are available on Zepeto now and the Hello Kitty-themed worlds will launch later this month.
The official 50th anniversary of Hello Kitty is next year on Nov. 1.
