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Sanrio launches worldwide celebrations for Hello Kitty’s 45th anniversary

Sanrio is marking 45 years of its fashion and lifestyle icon, Hello Kitty with the launch of a worldwide programme of celebratory initiatives.

Anniversary celebrations will begin this month at the launch of a global lingerie and hosiery collaboration with Tezenis and Calzedonia, where Hello Kitty will make a guest appearance at three flagship stores across Europe.

Meanwhile, Sanrio Puroland, in Tokyo, will celebrate the milestone from now until December with a new 45 costume, a redesigned Lady Kitty House and limited edition food menu and merchandise.

It’s been 45 years since Hello Kitty first appeared on a vinyl coin purse in Japan in 1974. Since then, Hello Kitty has become a pop culture and kawaii icon.

A raft of global festivities will honour the world’s love for Hello Kitty 45 years on, and will include larger than life experiences open to the public, limited-edition fashion collaborations and food pop-ups, competition prizes and a digital campaign.

A host of fashion collaborations with some of the world’s best-known brands will launch throughout the year. Portuguese designer Katty Xiomara showcased her Hello Kitty collaboration at Milan Fashion Week on 24 February; Brazilian giant Melissa Shoes and Casio Baby-G will be the next to launch global 45 Anniversary campaigns.

From April to November 2019, a series of Hello Kitty exhibitions will be curated throughout Japan, while in France, luxury brands Anonyme Paris, Castelbajac and Laulhère are partnering with Sanrio to create bespoke Hello Kitty collections.

In fact, across Europe and beyond, longstanding Sanrio partners such as Chupa Chups (Perfetti Van Melle) will launch exclusive licensed products and experiences in multiple categories.

Added to this, Hello Kitty’s online community will be invited to share their Hello Kitty memories, and enter to win a competition prize as well as limited edition 45 Anniversary plush.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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