by Adam Ham
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Celebrating 60th anniversary, Sanrio, the global lifestyle brand best known for pop icon Hello Kitty® has announced its partnership with Team USA for the Olympic and Paralympic Games Tokyo 2020. This landmark collaboration boasts a limited-edition large range of co-branded Hello Kitty-Team USA merchandise, which will be loved and demanded by Hello Kitty® fans around the world. In the name of ‘friendship’ and ‘kindness’, Hello Kitty® is positioned as the team’s Global Ambassador for Inclusivity. Hello Kitty® will be incorporated in the hero design, standing as an iconic symbol for equal opportunity, fair play and global harmony.

Team USA’s most celebrated sprinter, Allyson Felix has endorsed the variety of official Hello Kitty® merchandises, which includes apparel, sleepwear, accessories, toys, collectibles, gifts, and novelty items. Allyson is a nine-time U.S. Olympic medallist; six-time U.S. Olympic Champion; a World Record Holder and a proud record-holder of twenty-five global medals at the Olympics and World Championships. These rare & unique official merchandises are currently available on and, while stocks last.

“We are thrilled to work with Sanrio on this fun and inventive campaign,” said Peter Zeytoonjian, senior vice president of consumer products, USOPP. “These products are a celebration of Team USA’s excitement for the upcoming Tokyo Games – held in one of the world’s truly amazing cities – and a great new relationship with Hello Kitty.”

Today, the brand honors the milestone From Tokyo with Love by sharing its Japanese culture with the world and continuing to build on its core of friendship and kindness through the higher-than-ever global appeal of anime and kawaii characters. The pairing of characters and the Olympics is not new, as licensors in both the sports and character sectors are, like most IP owners, on a constant quest for new powerful partnerships and co-branding opportunities.

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