Spin Master and Sanrio announced today they are collaborating to bring the latter’s characters to the popular app Toca Boca World. Hello Kitty and Kuromi return to the app, having made the crossover before. Now they’re joining with other friends from the Sanrio universe, as part of a style and furniture pack for players. The Hello Kitty and Friends event starts on October 7.
Hello Kitty and Kuromi’s first outing on the app was a resounding success, according to Toca Boca, with 50 million uses of items from the collab. Now they return with Cinnamoroll, Pompompurin and Keroppi, other characters under Sanrio’s overall brand. They’ll appear in the game as items players can wear and use within the social app.
Jill Koch, Sanrio’s SVP of brand management and marketing, said in a statement, “Sanrio is delighted to expand our partnership with Toca Boca and introduce more of our characters to this expressive, imaginative world. Hello Kitty and her friends have always inspired fans to celebrate friendship, kindness and creativity – values that also resonate deeply within the Toca Boca community. This collaboration gives fans new ways to create, express themselves and share joyful moments all in a space that feels uniquely their own.”
Mathilda Engman, Toca Boca’s head of creative and brand, added, “Toca Boca World and Hello Kitty are a natural fit—two globally recognized brands grounded in creativity, playfulness and self-expression. This collaboration stands out because of the shared community of fans and players. We saw amazing organic engagement and user-generated content from the community during the first collaboration reflecting a genuine emotional connection. That kind of authentic fan response provides a powerful foundation for bringing these beloved icons into the game in a way that feels both fresh and culturally relevant.”