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“We thought that by having so much momentum with cafes offline that we can bring that audience onto the digital world,” Takiguchi said.”We feel very confident with just North America alone and our social media fan base, we can bring an audience to them.” Now Sanrio can actually participate in the revenues generated by Hello Kitty on the platform through an official game. In those cases, the user-generated content has been created by fans of the brands without official permission. Of course, Sanrio’s brands and characters can be seen in various places on Roblox already, but not in an official licensed capacity. Going where the fans are Sanrio’s Hello Kitty brand is 62 years old. “We’re excited about that aspect, going deeper into social connections,” he said. And over time, the company hopes to have its own kind of metaverse with the upcoming multiplayer game. The company is exploring web 3 investments and other ways it can work authentically on other platforms. The metaverse strategyīut making something for Roblox isn’t the only metaverse strategy happening at Sanrio. “We were really trying to figure out the genre first and then the right developer,” Takiguchi said. Takiguchi believes some online and offline collaboration will bring the physical and digital worlds of the cafes together. “They can add new recipes, decor, cafe extensions, and more.” “The more they progress, the more they will unlock,” Takiguchi said. The game is designed to keep players coming back. And that will allow them to purchase new items and hire new staff. And when they do level up, they will earn Hello Kitty coin currency. The players level up by greeting and seating the customers and taking filling orders, just like a real cafe. The whole experience is kind of like a Diner Dash experience, where you’re trying to get a lot of tasks done to keep customers happy in a cafe. Those characters will help them run their cafes, and those characters are part of an ongoing “gacha” collection system.
They can progress to a more sophisticated cafe and recruit their favorite characters from Hello Kitty. The game is a simulation role-playing game, where the gameplay revolves around a main town where players will be able to manage their own truck and pop-up cafe. Sanrio worked with Rock Panda Games to develop the game for Roblox, and Sanrio itself worked on a lot of the narrative for the game.
Our goal internally is to reach over a billion gamers and viewers by 2025.” The Hello Kitty Cafe game The Hello Kitty Cafe in Roblox. “What we plan to do is have a safe environment so that people can interact and we can bring build communities together,” Takiguchi said. The Hello Kitty Cafe on Roblox has been in the works for a couple of years. Hello Kitty will also be part of an original multiplayer game that is being built from scratch. So imagine having worlds or games where kids can participate in play with Hello Kitty and really get a chance to have some affinity with them in a way that gives them a deeper emotional connection.” Self-expression is kind of limited in the physical world. “We did many iterations in the physical world, but I think the digital world will allow them to go much deeper. “It was really left to the consumer to create that world among themselves,” Takiguchi said. And then it made its way to erasers, pencil cases, and all kinds of accessories. Hello Kitty was brought to the world through products that first appeared on coin purses, then plush dolls became very popular. Some recent examples include a Hello Kitty integration with Toca Boca, launched in December, for younger demographics and Razer for older audiences, followed by several high-profile partnerships in the coming months. Sanrio is investing a majority of its marketing resources into developing age-appropriate games, content, platforms and ecommerce that will reach new users and create new experiences for consumers of all ages. Now it is partnering with Roblox as it tests the waters of the metaverse, the universe of virtual worlds that are all interconnected, like in novels such as Snow Crash and Ready Player One. Most visions of the metaverse have hardcore sci-fi characters, but I suppose Hello Kitty characters are just as welcome, especially on a youth-oriented platform like Roblox. Sanrio has run the Hello Kitty brand for more than 60 years and it now has more than 400 characters. “It’s probably the first major digital announcement that will help set the stage for our broader narrative online.” “We’re super excited about this,” said Craig Takiguchi, chief operating officer and head of business development at Sanrio, in an interview with GamesBeat.
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