Sanrio Digital and GameMaxx Announce Hello Kitty® Online coming to Brazil

Hong Kong and São Paulo, Brazil– June 12, 2009: Sanrio Digital ( www.sanriodigital.com) based in Hong Kong and Boston, and online games publisher GameMaxx ( www.gamemaxx.com.br) based in São Paulo, today announced they have partnered to launch Hello Kitty Online in Brazil. Hello Kitty Online is the official massively multiplayer online role-playing game (MMORPG) that features the beloved global icon along with Sanrio’s other lovable characters. Under the terms of the agreement, GameMaxx will manage online publishing, i-café distribution, and game service operations of Hello Kitty Online in Brazil. GameMaxx will also operate a Brazilian edition of SanrioTown, the community and social networking site integrated with Hello Kitty Online.

“Sanrio Digital is very excited to partner with GameMaxx to bring Hello Kitty Online to our fan base in Brazil. The rapid growth of free-to-play games and social media in Brazil suggests an ideal market for the social networking integration between Hello Kitty Online and SanrioTown,” said Robert Ferrari, Vice President of Publishing&Business Development of Sanrio Digital.

“GameMaxx is proud to partner with Sanrio Digital to introduce Hello Kitty Online and SanrioTown to online gamers in Brazil. We are confident that the game’s brand appeal, unique design, and social networking features will result in high demand across the region among female online gamers,” said Gilberto Akisino, Chief Executive Officer of Gamemaxx.

Hello Kitty Online is launching in various territories throughout 2009, using a free-to-play model with optional premium upgrades. Players will undertake exhilarating adventures and interact with other players and over a hundred Sanrio characters including Hello Kitty, Badtz-Maru™, My Melody®, and many others. Backed by Sanrio’s highly successful intellectual property, Hello Kitty Online is one of the few MMORPG titles that targets a primarily female gaming audience. As she celebrates her 35th Anniversary in 2009, Hello Kitty continues her expansion with a presence in all multi-media platforms and new markets.

About Hello Kitty Online

Hello Kitty Online, developed by Sanrio Digital and Typhoon Games, is the official massively multiplayer online role-playing game (MMORPG) featuring Hello Kitty and other Sanrio characters, and the first MMORPG to integrate social networking web services into the game experience. In addition to standard features such as customizable avatars, guilds, skill systems, and player economy, Hello Kitty Online offers a social networking platform including blogs, video sharing, and email services provided by SanrioTown.com. For more information please visit www.hellokittyonline.com.

About Sanrio Digital

Sanrio Digital is a joint venture between Typhoon Games (HK) Ltd. and Sanrio Co. Ltd. Sanrio Digital is responsible for the expansion of Sanrio intellectual property assets into various digital and online media, leveraging an extensive library of original material that includes world-famous brands such as Hello Kitty, Badtz Maru, My Melody and others. For more information please visit www.sanriodigital.com

About GameMaxx

Gamemaxx is an Entertainment company that was created in January 2007, aiming to bring great games to the Brazilian market. The company then gathered some experts in the gaming segment to put some titles to the test. Gamemaxx is a company that works together with Kinomaxx, a 11-year-old company leader in screen advertising in Brazil. For more information, please visit www.gamemaxx.com.br.

About SANRIO DO BRASIL

SANRIO develops, distributes and licenses a unique collection of over 12,000 gift, stationery and fashion accessory items for women of all ages. SANRIO was founded in 1960 based on the concept that a small gift can bring a big smile to a child of any age. Today there are over 75 SANRIO boutiques in South America. In addition, SANRIO character-branded products are sold throughout Latin America in department stores, specialty stores and national chain stores. For more information, please visit www.sanrio.com.br

Contacts:

Sanrio Digital (The Americas)

Robert Ferrari

VP Publishing&Business Development

Tel: +1 (617) 899-3347

E-mail: rferrari@sanriodigital.com

Sanrio Digital (HK) Ltd.

Tel: +852 2540-2237

Fax: +852 2803-0211

E-mail: press@sanriodigital.com

GameMaxx

Gilberto Akisino

Chief Executive Officer

Tel: +55 11 3377-8717

Fax: +55 11 3377-8727

E-mail: gilberto@gamemaxx.com.br

Sanrio do Brasil

Chris Daniels

Chief Operating Officer

Tel: + 5511-4689- 8099

E-mail: cdaniels@sanrio.com


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