We celebrate 45 years of Kawaii Fashion with My Melody

My Melody 45^thAnniversary Summer 2020

Sanrio is excited to announce its digital and e-commerce campaign celebrating the 45^thAnniversary of My Melody this summer. It follows hot on the heels of Hello Kitty’s 45^thAnniversary in 2019. My Melody, one of Sanrio’s oldest and best-loved characters, was created in 1975. She is an honest and good-natured girl, always recognised by the treasured hood her Grandma made her. Much like Hello Kitty, My Melody is an icon of friendship and kawaii style. In fact, My Melody’s long ears are said to be antennas of friendship that can tell straight away if someone is happy or sad!

On 27^thJuly, Sanrio will kickstart two weeks of online celebrations with a dazzling array of My Melody content. An exclusive My Melody Instagram filter is launching on the @hellokittyeu Instagram – fans need to follow the handle to see and use the filter. Interactive and inspired by vintage looks, it will be unmissable. An Instagram prize draw will be held from 27^thJuly to 3^rdAugust. Prizes are a selection from the exclusive My Melody 45^thAnniversary collection available on ShopSanrio.com and a My Melody accessories bundle, courtesy of ARTBOX UK.

My Melody isn’t afraid of colour and neither are the macro-influencers involved in the campaign. Sophie Hannah (pictured) and Ling.KT will be giving their followers My Melody styling and make-up tips!  Kids can also get involved in the fun. Downloadable paper dolls to mix and match outfits for My Melody will be available for free at Sanrio Europe.

The exclusive My Melody 45^thAnniversary collection drops on ShopSanrio.com, Monday 27^thJuly. 6-piece capsule collection, prices from £7 (€7,95). Shipping to Europe including the UK, and Australia.

To join the conversation on social, fans are encouraged to use the hashtag #MyMelody45 and tag @hellokittyeu