Sanrio Announces Partnership with The Line Hotel for Hello Kitty's 40th Anniversary

The Line Hotel Signs On as the Official Hotel of Hello Kitty Con 2014

Sanrio, the global lifestyle brand best known for the beloved pop icon Hello Kitty, has partnered with The Line Hotel to become the official hotel of Hello Kitty Con 2014, the first ever Hello Kitty fan convention. The Line Hotel is one of Los Angeles' newest boutique hotels acclaimed for its chic atmosphere and unique, collaborative conceptual design. In celebration of Hello Kitty's 40th Anniversary, this partnership will bring the pop icon's universal charm to numerous aspects of the hotel, offering a rare and exclusive Hello Kitty experience for fans, from unique Hello Kitty themed rooms to serving as the location of Hello Kitty's official birthday party.

"Our collaboration with The Line Hotel offers a super fun extension of the Hello Kitty Con fan experience," said Jill Koch, Sr. Vice President of Brand Management and Marketing at Sanrio, Inc. "For a limited time, Hello Kitty will be infused into several elements of the hotel as part of Hello Kitty's 40th Anniversary celebration. We anticipate local fans as well as those visiting from all over the world to enjoy these exclusive Hello Kitty packages."

Timed concurrently with Hello Kitty Con 2014 from October 29th - November 2nd, The Line Hotel will feature a full lineup of one-of-a-kind Hello Kitty promotions including:

· Hello Kitty Super Sweet Stay Package: A select number of hotel rooms will infuse Hello Kitty's supercute style into the hotel's cool, contemporary ambiance. The rooms will feature Hello Kitty décor with special complimentary items available for guests to take home after their stay including Hello Kitty robes, slippers, cushions and more.

· Hello Kitty Sweet Stay Package: Each room will feature an exclusive Hello Kitty welcome amenity package including a highly collectible, limited edition Hello Kitty x The Line Hotel plush set and additional surprises including gifts from SEPHORA's Hello Kitty Beauty Collection and Loungefly.

· Extra Hotel Specials: Famed environmental designer and The Line Hotel collaborator, Sean Knibb will create a special Hello Kitty lounge for all hotel guests to enjoy and later it will be converted into the VIP room for Hello Kitty's official birthday party. Additional promotions will include sweepstakes hosted by both Sanrio and SEPHORA to win a stay at one of the featured Hello Kitty rooms; a Hello Kitty SPAM® Musubi offering created by famed chef Roy Choi as a limited-time special for the room service menu; custom designed Hello Kitty x Linus bikes for hotel guests to ride; a collaboration with lifestyle brand Poketo for limited edition products available at the Poketo shop in the hotel; curated Hello Kitty art within the hotel; and more.

· The Official Hello Kitty Birthday Party: Saturday, November 1st is Hello Kitty's birthday! Hello Kitty, The Line Hotel, SEPHORA and Loungefly will co-host Hello Kitty's official birthday party on her actual birthday. Guests that book any of the Hello Kitty room packages on Saturday, November 1st will have access to attend this exclusive invite-only event.

All Hello Kitty room packages are available at http://www.thelinehotel.com/hellokitty. Fans can purchase their tickets for Hello Kitty Con 2014, being held nearby at The Geffen Contemporary at MOCA Museum of Contemporary Art (MOCA) at http://www.sanrio.com/hellokittycon-tickets/.

Sanrio's partnership with the Line Hotel is one of several contributing components in celebrating Hello Kitty's 40th Anniversary, including Hello Kitty Con 2014 as well as Hello! Exploring the Supercute World of Hello Kitty, the first-of-its kind Hello Kitty museum exhibition taking place at the Japanese American National Museum (JANM) from October 11th - April 26th, 2015. Hello Kitty will continue promoting the global 'Share a Hug with Hello Kitty' campaign to spread the message of fun and friendship with special appearances at each of the events and festivities, making Los Angeles area the premiere destination for Hello Kitty fans to join the celebration.

***

About Sanrio
Sanrio is the global lifestyle brand best known for pop icon Hello Kitty, who is celebrating her 40th Anniversary this year. Home to many endearing characters including Chococat, My Melody, Badtz-Maru and Keroppi, Sanrio was founded on the 'small gift, big smile' philosophy - that a small gift can bring happiness and friendship to people of all ages. Since 1960, this philosophy has served as the inspiration for the broad spectrum of unique products and experiences. Today, more than 50,000 Sanrio-branded items are available in over 70 countries and upwards of 15,000 U.S. retail locations including department, specialty, national chain stores and over 80 Sanrio boutiques. For more information please visit www.sanrio.com and www.facebook.com/hellokitty.

About The Line
The Line is a new Los Angeles hotel collaboration from the Sydell Group (of the NoMad Hotel in New York) that opened January 1, 2014 in Koreatown. The mid-century building, originally built in 1964, has been restored, and fully renovated with re-imagined public spaces and guest rooms designed by Sean Knibb. The hotel is the first to draw inspiration from the distinct Korean culture of its surrounding neighborhood and includes two restaurants by Koreatown's own Roy Choi (celebrated chef behind Kogi, Chego and A-Frame), nightlife by the Houston Brothers (the duo responsible for prominent LA lounges such as La Descarga and Harvard & Stone), noted art and design shop Poketo, and amenities including a coffee shop and pool. http://www.thelinehotel.com

Media requests: Orsi Public Relations
Dyann Hawkins/Sarah Danley (323)874-4073
dyann@orsipr.com/Sarah@orsipr.com