Hello Kitty & Friends World
When Sanrio trusted us to build their first large-scale digital brand world, we treated it the way you treat something you love. Carefully.
Brief
Launch Sanrio's first large-scale digital collectible experience, expanding Hello Kitty & Friends into an interactive, gamified brand world. The concept centered on travel and discovery: fans collect digital stamps and unlock character moments set in cities around the world.
What we did
Led a cross-functional team through the full visual identity system, website, pack-opening animations, and promotional campaign, with debut art released through OpenSea. Built the generative pipeline behind 70,000+ unique algorithmically generated assets.
The experience
Outcome
Sold out in under one minute, the most successful RECUR drop to date.
- 70k+
- Unique collectibles
- $950k
- Initial sale
- $1.7M+
- Secondary volume
Producer Lauren Dickinson · Art Director Steve Cupp · Illustrator Nick Arciaga · Marketing Art Director Andy Navilli · Game Design Christopher Fidalgo
