Sanrio’s “cheeky but charming” punk-rock rabbit mascot, Kuromi, is finally getting her time in the spotlight this Halloween. To honor the 20th anniversary of Kuromi’s introduction to the Hello Kitty and Friends universe, Sanrio is collaborating with Roblox, Crocs, Hot Topic, and Liquid Death to celebrate Kuromi both online and offline.
Kuromi’s Mischief Mansion — a new Roblox minigame built inside Rockpanda Games’ My Hello Kitty Café — will become accessible in-game on Halloween. A Sanrio spokesperson exclusively tells Polygon that it’s the brand’s “most ambitious digital activation yet.”
As far as the actual gameplay goes, Mischief Mansion is a hide-and-seek game with two roles: hiders disguise themselves as haunted object, while seekers step into the shoes of Kuromi and work to discover the hidden players. Players can earn event coins to use for Kuromi-themed decor items in My Hello Kitty Café, along with limited-time surprises and item drops. “We are thrilled to partner with Sanrio and Hot Topic on celebrating Kuromi with this exclusive capsule collection at Hot Topic that includes a special digital reward on Roblox. With our Approved Merchandise (“AMP”) program, our collective fans can celebrate this special moment both on- and off-platform and we know fans will love to see what happens in Kuromi’s Mischief Mansion on Roblox this year,” said Christian Bayley, Global Head of Licensing at Roblox.
The Kuromi-themed Halloween chaos is seeping into the real world, too. This month, more than 600 Hot Topic stores will be overtaken by a purple color palette and transformed into real-life versions of Kuromi’s Mischief Mansion from Sept. 29 until Oct. 19, and offer a range of exclusive Kuromi items from cozy hoodies to keychains. Items in the collection will include a card to unlock an in-game, digital version on Roblox. The collection will be available in Hot Topic stores starting Oct. 2. SoCal Sanrio fans take note: Hot Topic’s Glendale, CA flagship store will also host a Mischief Mansion pop-up with immersive photo opportunities, shareable moments, and a chance to meet Kuromi in person on Oct. 4 from 12-2pm PDT.
If you’re hankering for even more cute Kuromi styles, Sanrio is also partnering with Liquid Dead for a capsule collection featuring a limited-edition jacket and t-shirt. The items will be available at BoxLunch’s 280 retail locations and at BoxLunch and Sanrio‘s online stores in mid-October. These items will also include cards for an Roblox digital replica.
Finally, Sanrio hasn’t forgotten all you comfy shoe lovers. Kuromi classic Crocs in adult and kids sizes will be available exclusively on Sanrio.com starting Oct. 1. Kuromi fans can also unlock a limited-edition pair of in-game Crocs for their avatar during the Roblox activation.
Kuromi made her first appearance in Sanrio’s 2005 anime, Onegai My Melody. This year, she starred alongside her long-time frenemy My Melody in Netflix’s stop-motion anime My Melody & Kuromi. Head to the official Sanrio site for more info about Kuromi’s Mischief Mansion.
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Author: 360 Technology Group
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