Claire’s is turning its stores into an exclusive Hello Kitty universe as part of an over-the-top celebration of the iconic cat character’s 50th anniversary.
The fashion and jewelry retailer’s “Hello Kitty, Hello World” encompasses exclusive product collections, in-store events, social media posts, CGI-created Hello Kitty x Claire’s digital takeovers, and more, all leading up to a 50th birthday celebration in November with Hello Kitty and her friends.
The campaign highlights Claire’s longtime partnership with the Hello Kitty brand and keeps Claire’s as the go-to destination for all things Hello Kitty in this landmark anniversary year.
“At Claire’s, we’re always looking for ways to engage our consumers and add new dimension to how we bring our products and experiences to life,” Claudia Lima-Guinehut, the company’s executive vice president and chief merchant officer, tells JCK in an email interview.
“We’re so excited for our customers to experience the beloved Hello Kitty in a bright, bold, and unapologetically Claire’s way,” Lima-Guinehut says.
“Hello Kitty, Hello World” debuts Wednesday with a series of surreal photographs, posted online and in stores, that bring oversize Hello Kitty x Claire’s products into a fun, colorful world. In one picture (at top), a giant Hello Kitty character sits atop a purple Claire’s store; another shows a mammoth, blingy Hello Kitty x Claire’s necklace hangs off a high-rise building in the busy city.
To create these images, Claire’s worked with well-known fashion director Nicola Formichetti and 3D artist Kirill Emelyanov (who has created 3D art campaigns for other jewelry brands).
Claire’s Hello Kitty partnership involves affirmations of kindness, friendship, and self-expression, Lima-Guinehut says, so the “Hello Kitty, Hello World” campaign aligns with the values that Claire’s regularly seeks to share with its customers.
“As a longtime friend of Hello Kitty, we’re proud to honor the beloved character and share her message around the world,” Lima-Guinehut says.
The first Hello Kitty x Claire’s product drop is an explosion of red-and-white jewelry, hats, and accessories—including purses, backpacks, water bottles, and phone cases—all with the Hello Kitty face or a representation of the character’s body on them.
Several different necklaces and sets of earrings are in Claire’s initial Hello Kitty jewelry offering. Customers can get pierced with exclusive Hello Kitty earrings at Claire’s signature piercing experience in its stores.
Additional jewelry and accessories collections will follow as the 50th anniversary celebration continues for the next year, says Jill Koch, SVP of brand management and marketing for Claire’s.
Hello Kitty is a division of global lifestyle brand Sanrio, which created the character in 1974. The company, which has been in business since 1960, uses the tagline “One World, Connecting Smiles” and also includes such characters as My Melody, Chococat, and LittleTwinStars.
Top: Claire’s worked with fashion and art experts to develop an over-the-top visual campaign for its Hello Kitty x Claire’s collaboration for the iconic cat’s 50th anniversary celebration (photos courtesy of Claire’s).
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