Following a strong start in 2016, Sanrio has revealed it is stepping up its brand building activity across the EMEA.
Hello Kitty made an appearance at two cherry blossom events in April, in Jardin d’ Acclimatation in Paris and in Stockholm’s Kungsträdgårde, where the character appeared with martial artists and musicians to introduce fans to the Japanese tradition.
Meanwhile, Hello Kitty’s Superhero Hanami is is set to make its debut during MCM London Comic Con at the end of May.
June 1st will see the launch of the summer Hello Kitty pop-up café in collaboration with Soho-based bakery Cutter & Squidge.
The cafe will serve themed Hello Kitty afternoon teas in a secret garden environment, as well as sell a range of merchandise and takeaway food items.
In addition, the Italian Hello Kitty patisserie will join the Hello Kitty chalets, which are part of a three-way deal with Sanrio, Nestle Gelati Motta and ECVacanze, near Lake Garda and Rome.
Plus, new partners for the iconic brand include Dots (Euro Pastry), Dunkin’ Donuts, Annabel Karmel and Candy Kittens.
Hello Kitty is also set to make an appearance in the UEFA Champions League next season, where fans will get the chance to bet on her as the ultimate team player.
Lastly, Sanrio across EMEA and Australasia will take part in in Sanrio’s global character ranking in June, to give fans the chance to vote for their favourite characters and discover new ones.