New lifestyle brand unites multiple characters from company’s portfolio.
Sanrio has unveiled a new brand – ‘hello sanrio’ – at Comic-Con International in San Diego.
The new lifestyle brand offers a world which unites multiple characters and fans through products and digital content, according to the company.
Hello Sanrio also marks the first time that the company has premiered a new multi-character brand via digital content.
“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,” said Jill Koch, senior vp of brand management and marketing at 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 supercute products.”
Comic-Con attendees will get to experience the digital ‘kawaii’ community created through a suite of lifestyle apps, where multiple Sanrio characters can interact.
Created in partnership with Hyper Hippo Games, initial content will feature Hello Kitty, Keroppi, Chococat, Badtz-Maru, My Melody, Pompompurin, Gudetama, Little Twin Stars and Pochacco.
The first app will be called ‘say hello’.
The first ‘hello sanrio’ product – a limited edition collection of five mini plush in a clear vinyl tote bag – will be available at the Sanrio booth at Comic-Con.
Meanwhile, outside the convention, fans can enjoy sweets from the Hello Kitty Cafe Truck, which will also be debuting a hello sanrio macaron set.