"We commemorate this milestone with fans from around the world that have grown up with our characters and built a long-lasting relationship with the brand," said Janet Hsu, President of Sanrio Global Consumer Products.
The company, which still uses the "small gift, big smile" philosophy as its foundation, will be celebrating with co-branded collaborations with companies like Target and Dr. Martens, as well as specially designed product collections, surprise interactive get-togethers, and several contests and giveaways.
Partnering with Target, Sanrio Inc. has also designed a unique mobile tour experience that will deliver the 50th anniversary celebration directly to fans all over the country starting October 23rd.
The tour will make stops in several cities across the U.S.A., including: San Francisco, Seattle, Las Vegas, Austin, New Orleans and New York. It will reach Los Angeles on November 12th for a special week-long interactive party that will include an art show, special event programming , and a character product retrospective.
Fans will be able to follow the celebration tour by downloading a special iPhone app developed by Chaotic Moon, which will be available in mid-October. The app will provide a truck locator, updates on tour stops, as well as info on limited edition products.