Sanrio is bringing the Share a Hug with Hello Kitty! global “hugathon” to the U.S. to kick off celebrations for the iconic character’s 40th anniversary.
The campaign started in Japan in late 2013 and will launch in the U.S. on International Hug Day, Jan. 21.
As part of the hugathon, Hello Kitty will appear at special events around the world where hugs will be tallied and added to the Global Hug Report on the Sanrio website.
The U.S. hugathan will kick off a series of special events and activities that will take place throughout the year to celebrate the anniversary.
Limited edition commemorative products are already available at Sanrio stores and on the Sanrio website.