Mentioned in this article
- Fnatic and Sanrio have revealed a collaboration between the team and the Hello Kitty brand.
- The collaboration will include merchandise, artwork, and a Tokyo launch event.
- Hello Kitty is a merchandising juggernaut, with an estimated $80B USD in revenue generated to date.
Esports organization Fnatic has revealed a partnership with Japanese company Sanrio to collaborate on content and merchandise around its Hello Kitty brand.
Fnatic teased the news on Twitter on Tuesday, with the first products of the collaboration set to release on Nov. 15. Team founder and CEO Sam Mathews tweeted that the partnership was “the [raddest] thing we’ve ever done.”
Mathews added that the partnership will comprise merchandise, street art, a “CGI photoshoot,” and a Tokyo launch event. He elaborated further in a Twitter reply, noting that the merchandise will be available in limited quantities with no restocks, and some items will be “super limited.”
Hello Kitty was created by Japanese designer Yuko Shimizu in 1974 and became a merchandising phenomenon over the years. According to Wikipedia, Hello Kitty is the second-highest-grossing franchise of all time with an estimated $80B in total revenue—only behind Nintendo’s Pokémon franchise at $95B.
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