JEN GEROSO

Soon after the success of our first Hello Kitty Launch, we were eager to participate in their 50th Anniversary. Since we were a bit late to the game we were faced with a much shorter selling window, but we were confident that this was a great opportunity for more exposure.

Goal: Create a collection that aligned with Hello Kitty’s 50th Anniversary aesthetic, that we could use to build more exposure for the company.

My role: All of the vendors permitted to use this art needed to stick to a very specific aesthetic, which meant it would be harder for our products to stand out amongst the crowd. So I decided to lean into it and take advantage of our products’ large, smooth surface areas to showcase the art as intended. To highlight Hello Kitty’s transparent appearance, I used holographic foil on her outlines to get that bubble-like rainbow sheen every time she moved.

Outcome: We had 3 exciting results from this collection!

• Nordstrom launched 4 hugely popular Hello Kitty Popup Stores to celebrate the 50th Anniversary. We were 1 of only 2 vendors who sold out of product at the popups and on Nordstrom’s website!
• Target picked up 3 items for a special Back-to-School endcap
• Sanrio opened a Hello Kitty Cafe and a Sanrio Smile Shop at Universal CityWalk in Hollywood. Our products were featured front and center with their 50th Anniversary display, and our everyday collection was featured on a nearby display.

Product photos courtesy of the Studio Oh marketing department.