Hello Kitty enters into a 12 month experiential project with SGA
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In a deal brokered by Fluid World, live brand experience agency SGA Productions Ltd. (SGA) have teamed up with global brand owner Sanrio to launch an exclusive UK events programme for Hello Kitty, the biggest girls’ brand in the UK.
This will be the first time in Europe that an agency has been awarded this type of contract and it will run through the build up to and duration of Hello Kitty’s 40th anniversary celebrations which kick off at the end of 2014.
Family-focused, costume character-led experiential events will launch across selected UK venues. These will include shopping centres, theme parks, exhibition centres and music events.
In addition and due to the enduring popularity of Hello Kitty spanning all ages there will also be branded, fashion-focused events which will not include character appearances as they will be targeted towards teens.
Victoria Whellans, senior business development manager at Fluid World, said “we could not think of a better partnership to extend the Hello Kitty brand and truly bring it to life. SGA have some exciting ideas in development and we look forward to working with them on a full calendar of events for next year”
Sarah Gibbon, creative director at SGA Productions, said, ”We’re delighted to be working on the Hello Kitty brand, which is such an iconic and instantly recognisable institution within many girls’ and parents’ lives. As a specialist agency creating memorable experiences for families we relish the opportunity to work with Hello Kitty and we have some exciting plans for 2014”
