London, UK: Leading global esports organisation Fnatic and worldwide lifestyle company, Sanrio, today launch a limited-edition apparel and merchandise collaboration featuring pop icon Hello Kitty. The Fnatic X Hello Kitty collection is available today from 9:00 AM PST /17:00 PM GMT with subsequent drops throughout 2019.
Designed in collaboration with Fnatic and Sanrio, the collection will feature professional-grade esports clothing, including joggers, jackets and jerseys, with gaming-inspired Hello Kitty motifs depicting her as an esports star for the first time with a headset and gaming stance, as well as Fnatic's distinctive 2019 glitch pattern. The kit will be modelled by Fnatic's pro players as they compete in top-tier leagues and tournaments.
In addition, Fnatic X Hello Kitty comprises of an exclusive line of streetwear-inspired designs and gaming merchandise including Champion hoodies and caps, long and short-sleeved tees as well as mousepads, stickers and keycaps, compatible with all Cherry MX style keyboards. All pieces incorporate Hello Kitty and her signature art style with a Fnatic twist.
The partnership is a natural match as it brings together cultural touchstone Hello Kitty with gaming pioneer Fnatic in a milestone year for both brands, celebrating their 45th and 15th anniversaries respectively in 2019, as well as coinciding with Fnatic's launch in Japan this week.
'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,' commented Craig Takiguchi, COO and Head of Business Development at Sanrio, Inc. '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.'
'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' said, CEO Fnatic Sam Mathews
Fnatic X Hello Kitty collection is available today from 9:00AM PST /17:00PM GMT SHOP.FNATIC.COM
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About Fnatic
Fnatic is a leading, global esports organisation with professional teams and unrivalled legacy in the most popular competitive games, including League of Legends, Counter-Strike, Dota 2, Fortnite, and more.
Founded in 2004 by Sam Mathews, Fnatic teams have claimed multiple international championships since its inception, including the inaugural League of Legends World Championship, seven EU LCS Championships and three separate CS:GO Majors, a record unparalleled by any other team.
Dedicated to gaming lifestyle, Fnatic develops a line of award-winning gaming peripherals, Fnatic GEAR, apparel and merchandise lines and establishes partnerships with the most forward-thinking global brands.
Fnatic is headquartered in London, United Kingdom with additional operational locations in Berlin, Belgrade, Los Angeles, Taipei, Shenzhen, Tokyo, India and Kuala Lumpur. For more information visit www.fnatic.com and follow Fnatic on Facebook, Instagram, YouTube, Twitch and Twitter.
About Sanrio
Sanrio is the global lifestyle brand best known for pop icon Hello Kitty, and home to many other beloved character brands including Chococat, My Melody, Badtz-Maru, Keroppi, Gudetama and Aggretsuko. 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 to offer quality products, services and activities that inspire unique consumer experiences across the world. Today, Sanrio's legendary breadth of products are available in over 130 countries and in retail locations including department, specialty, national chain retailers and Sanrio boutique stores. To learn more about Sanrio, please visit www.sanrio.com and follow on Facebook, Instagram and Twitter.
SANRIO COMPANY, LTD. 
