Sanrio is home of some of the most important character-based lifestyle properties, from the pop icon Hello Kitty to the newer Gudetama and Aggretsuko.
The company relies on its ability to create an emotional mutual exchange with fans to appreciate social changes and evolve accordingly, offering consumers new and unexpected ways to interact with its brands. According to this strategic approach, many exciting news about to hit the market between the end of 2022 and the beginning of 2023, reaching a climax with Hello Kitty’s 50 th anniversary in 2024. All the possible consumer touch-points are being improved, focusing mainly on new CONTENTS.
HELLO KITTY: SUPER STYLE!
The first news is the upcoming Hello Kitty animated series, Hello Kitty: Super Style!, distributed by Kids First and produced by Watch Media, Monello Productions and Maga Animation, launching in late 2022 on Amazon Kids+. It is expected for Fall 2023 on Rai YoYo in Italy, Super RTL in Germany and Switzerland, Canal+ and M6 in France, Tiny Pop in UK, Discovery Kids in LATAMLatin America, RTS in Switzerland and and Hop in Israel. This original 52 x 11-minute 3D show is based on the iconic Hello Kitty who stars as the friendliest face in the tight-knit community of Cherry Town, where she will stop at nothing to help friends in need. Targeting preschoolers, the series aims to attract both children and their parents, reaching them directly and for the first time, on one of the platforms they are most used to.
GUDETAMA DEBUTS ON NETFLIX
The world’s laziest egg, Gudetama, is finally getting its own Netflix show that will be available worldwide in December 2022! Sanrio’s most unique character, Gudetama, will be protagonist of a new CG animated series, titled “An Eggcellent Adventure’. It, in fact, gets swept up by the positive and passionate chicken, Shakipiyo, and ventures out of the fridge and into the outside world! Freed from his fate, Gudetama realizes that it really doesn’t not want to be eaten and learn that each egg has its own way of life: ‘An egg can be anything it aspires to be.’ With the series, Netflix firstly celebrates the enduring popularity of the character which has become one of Japan’s most celebrated cultural icons (mainly) among millennials for its comical design and relatability.
AGGRETSUKO: SEASON 5 ANNOUNCED
But Gudetama isn’t the first Netflix star in Sanrio’s portfolio: Aggretsuko is a consolidated hit, with four seasons already available on the platform and the fifth already announced for February 2023. The show is translated in 23 languages and aired in 190 countries and describes the life of the workaholic “Aggressive Retsuko”, a young Red Panda who works in a big trading company in Tokyo. Frustrated with her thankless office job and irritating colleagues, she copes with her daily struggles by belting out death metal karaoke with drinks after work. She has a split personality – responsible, cute, hopeful, friendly, sweet, but also aggressive, rebellious, fierce, frustrated, rage…and that’s what her fans love about her!