London-based organisation Fnatic has launched a limited-edition apparel collection with Hello Kitty.
The collection will be available for purchase on November 15th, with more drops following later in 2019.
Sam Mathews, CEO of Fnatic discussed the collaboration in a release: “Hello Kitty is a globally recognised icon – we are excited to work with Sanrio to introduce her to esports and our fans around the world as we continue to seek out, amplify and level-up every gamer on the planet.”
Fnatic collaborated with Japanese design and licensing company Sanrio on the collection, which includes joggers, jackets, jerseys, caps, t-shirts, mousepads, stickers, and keycaps.
Craig Takiguchi, COO and Head of Business Development at Sanrio added: “As a leading lifestyle brand and one of the pioneers of esports, Fnatic is great partner for our flagship character as we look into expanding our consumer touchpoints in the gaming space. This fun, yet unexpected collection merges Hello Kitty’s iconic image with Fnatic’s gaming designs for the perfect lifestyle crossover. We look forward to launching this program with Fnatic and debut Hello Kitty to a new audience.”
This venture coincides with Fnatic’s launch in Japan this week, with Hello Kitty being a pop icon in the country. The organisation is also partnered with Chillblast, Newzoo, Strafe, OnePlus, AMD, LeTou, and Rivalry.
Esports Insider says: This makes a lot of sense considering Fnatic’s launch in Japan, though we recognise that it looks a tad random outside of that context. Nonetheless, the collection won’t be for everybody but we’re sure it’ll be well received for the most part.