Claire’s will mark the 50th anniversary of Hello Kitty with a “Hello Kitty, Hello World” yearlong effort. Launching on Wednesday, the project will span in-store activations, digital takeovers, exclusive collaborative product drops as well as a global campaign conceptualized by Nicola Formichetti.
The campaign features oversize Hello Kitty x Claire’s products. Using CGI, the images show an earbuds case that has been given wheels and morphed into a car; bucket caps spilling out of a train car; and a necklace hanging off the side of an apartment building. The images and an accompanying video were brought to life by 3D artist Kirill Emelyanov.
“2024 marks a milestone year for Hello Kitty, and 50th anniversary celebration includes offering her fans super-cute and limited-edition products. It wouldn’t be complete without a celebratory collection sold exclusively at Claires,” said Jill Koch, senior vice president of brand management and marketing at Sanrio. “Both Hello Kitty and Claire’s have inspired creativity and personal style for generations, and we are happy to be celebrating this incredible anniversary together.”
For the initial launch, the company has included product such as a luggage tag, an embossed leather backpack, a water bottle, keychain, bucket hat and more. The range includes a pendant necklace featuring gold-colored sterling silver as well as lab-grown diamonds.
As the year progresses, the effort will include additional product drops at local Claire’s stores as well as on the retailer’s site.
“For the past 50 years, Hello Kitty has been a globally recognized representation of friendship, kindness, and self-expression, the values that Claire’s has championed over the past six decades,” said Claudia Lima-Guinehut, Claire’s EVP and chief merchant officer. “As a longtime friend of Hello Kitty, we’re proud to honor the beloved character and share her message around the globe.”
