Marketing & Digital Manager, Sanrio
What do you love most about your job? The huge list of characters we own, all the different people I meet and the variety in the day to day. One day I could be planning strategy for a new character launch, organizing a press piece for TV or working with influencers in Tokyo.
Why are experiential campaigns so important for connecting Sanrio to their audience? Part of the DNA at Sanrio is to spread happiness and joy. It’s very important that we connect to people offline as well as online in an ever-increasing digital world. Fans or new fans alike love to connect with our characters in real life, be that a live appearance, a pop-up shop or an exhibition. It’s essential that we create a lasting happy memory & connection to our brand that lasts longer than a quick click or a social media like.
What is your favourite experiential campaign you have worked on to date? The Mr. Men Little Miss Mini Museum in London for our 45th anniversary was a highlight. We created the first child-sized museum in London and had over 11,000 visitors over 4 days. Seeing the joy in the faces of kids and big kids alike was very rewarding!
What are you looking forward to most over the next 12 months? We have just launched Little Miss Inventor, the newest Little Miss to the Mr. Men Little Miss family. The reaction has been overwhelming and super positive so far and I’m thrilled to see where we can take her next. I’m also very excited to see the rise of our lazy egg Gudetama – who has already picked up listings at retail and is loved by many influencers and YouTubers alike. Keep your eyes peeled!
If you were a Sanrio character, which one would you be and why? Aggretsuko – our latest character who is launching with an animated series this April on Netflix. She’s a cute red panda that likes to take out her stress at night by drinking beer and singing death metal karaoke. I can relate!