Rising Star Games is planning a major summer push for Angel Cat Sugar – a game based on the latest creation from the founder of the Hello Kitty franchise.

Angel Cat Sugar has already become an immediate success in Japan, with the character chosen as the official mascot for one of the nation’s highest rated TV shows. And now Rising Star is targeting the UK as the next step for the brand’s spreading popularity.

“Angel Cat Sugar is a key release to Rising Star Games for the remainder of 2009,” said product marketing assistant Yen Hau.

“The strong international brand presence, business model and loveable characters means the potential is certainly there for the Angel Cat Sugar brand to really take off in the UK.

“We’re confident this will be the platform to launch an assault on the mass market which will see both the game and brand establish a foothold in the UK leading up to Christmas. Who knows? Angel Cat Sugar could be the must-have product this Christmas.”

Rising Star is planning a mass market PR campaign that will focus largely on the brand’s creator Yuko Shimizu, the artist behind the success of Hello Kitty. This will see coverage promoting the game in a variety of national newspapers, kids’ magazines and other lifestyle publications.

The company has also hinted at the merchandising opportunities available.

The campaign represents a new challenge for the publisher. “Product-wise, Angel Cat Sugar isn’t too dissimilar to some titles that Rising Star has released in the past,” explained Hau.

“The game’s core target demographic is pretty close to that of, say, Harvest Moon, Ecolis, Bomberman, Rainbow Island and Bakushow, albeit just slightly younger.

“The challenge is establishing the brand over the summer prior to launch, something Rising Star has never had to do before. It is an exciting new prospect for us but something we feel will be a big success for both Rising Star Games and Angel Cat Sugar.”

Angel Cat Sugar is due for release on DS in October.