Sanrio celebrates 45 years of My Melody with new digital and ecommerce campaign

Sanrio has launched a new digital and ecommerce campaign to celebrate the 45th anniversary of one of its oldest and best-loved characters, My Melody, this summer. The celebration follows hot on the heels of Hello Kitty’s 45th anniversary last year.

My Melody was created in 1975 as the depiction of an honest and good-natured girl, always recognised by the treasured hood her Grandma made her. Like Hello Kitty, My Melody has become an icon of friendship and kawaii style, whose long ears are said to be antennas of friendship that can tell if someone is happy or sad.

On July 27th this year, Sanrio will kickstart two weeks of online celebrations with an array of My Melody content, alongside  a new My Melody Instagram filter on the @hellokittyeu Instagram. Fans will need to follow the handle to see and use the filter.

An Instagram prize draw will also be held from July 27th to August 3rd. Prizes are a selection from the exclusive My Melody 45th Anniversary collection available on and a My Melody accessories bundle, courtesy of Artbox UK.

My Melody isn’t afraid of colour and neither are the macro-influencers involved in the campaign. Sophie Hannah (pictured) and Ling.KT will be giving their followers My Melody styling and make-up tips.

Kids can also get involved in the fun. Downloadable paper dolls to mix and match outfits for My Melody will be available for free at Sanrio Europe.


About Robert Hutchins

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

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