Hello Kitty seals Hed Kandi music deal

Limited edition album with music and lifestyle brand launches in October.
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Sanrio's Hello Kitty is to release a limited edition UK album under the music and lifestyle brand, Hed Kandi.

Hed Kandi and Hello Kitty presents Nu Disco will hit retail on Monday October 25th, priced at £9, and will be available on iTunes the day before. The album will also be exported to territories outside the UK.

The two disc album - with a cover illustrated by Hed Kandi's Jason Brooks - will include 24 dance tracks. The launch will be supported with PR and marketing activity including an outdoor poster campaign and an ad execution on the London Underground.

Online activity and competitions to win an all expenses paid VIP trip to the official album launch party - a Hello Kitty-branded Hed Kandi night at L'Arc nightclub in Paris - will also feature as part of the campaign.

On top of this, Hed Kandi events throughout Europe in September and October will be branded in Hello Kitty style. Clubbers will be treated to Hello Kitty goodies and access to a beauty bar at select venues.

"Hed Kandi is a perfect partner for Hello Kitty," said Libby Grant, brand director at Fluid World. "Both brands are quirky, cool, girly and highly aspirational. They represent being young, carefree, living life to the full and having fun with your friends.

"These characteristics are perfectly communicated in the track listing and presentation of this album, which is certain to become the soundtrack of the winter for clubbers and Hello Kitty fans alike."

Phil Faversham, Hed Kandi's brand director, added: "Producing this limited edition album in celebration of Sanrio's 50th anniversary for Nu Disco is an exciting brand partnership and has given us the opportunity to give our audience something extra special."

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