Self-expression is kind of limited in the physical world. “We did many iterations in the physical world, but I think the digital world will allow them to go much deeper. “It was really left to the consumer to create that world among themselves,” Takiguchi said. And then it made its way to erasers, pencil cases, and all kinds of accessories. Hello Kitty was brought to the world through products that first appeared on coin purses, then plush dolls became very popular. Some recent examples include a Hello Kitty integration with Toca Boca, launched in December, for younger demographics and Razer for older audiences, followed by several high-profile partnerships in the coming months. Sanrio is investing a majority of its marketing resources into developing age-appropriate games, content, platforms and ecommerce that will reach new users and create new experiences for consumers of all ages. Now it is partnering with Roblox as it tests the waters of the metaverse, the universe of virtual worlds that are all interconnected, like in novels such as Snow Crash and Ready Player One. Most visions of the metaverse have hardcore sci-fi characters, but I suppose Hello Kitty characters are just as welcome, especially on a youth-oriented platform like Roblox.

Sanrio has run the Hello Kitty brand for more than 60 years and it now has more than 400 characters. “It’s probably the first major digital announcement that will help set the stage for our broader narrative online.”

“We’re super excited about this,” said Craig Takiguchi, chief operating officer and head of business development at Sanrio, in an interview with GamesBeat.

Roblox cafe sign