Hello Kitty® Online Players in Virtual World to Generate Real-World Donations to Toys for Tots

WHO: Sanrio Digital and Marine Toys for Tots Foundation

WHAT: Hello Kitty Online (HKO), the official massively multiplayer online game of Hello Kitty® and Sanrio® friends, is once again inviting players to donate to a great cause– just by playing the game! In the spirit of the holiday season, Sanrio Digital is sponsoring donations to Toys for Tots from Wednesday, Dec. 1 until Wednesday, Dec. 8, 2010. During this period, players on the US&Canada server can obtain and hand in sets of specific objects. After the Dec. 8 deadline, Sanrio Digital will tally the total number of sets collected by the community and will donate one toy to Toys for Tots for each set collected.

HOW TO PARTICIPATE: Players in Hello Kitty Online hand in sets of in-game materials to Game Masters (GMs). The items required are listed in detail at the Toys for Tots HKO event page.

Items must be handed in complete sets (no partial sets or individual items will be accepted). Players who trade their first set of items will receive an in-game Colorful Teddy Bear.

For each set handed in, Sanrio Digital will donate one toy to Toys for Tots on behalf of the players of Hello Kitty Online. Players may hand in more than one set during the event.

This event applies only to the US&Canada server of Hello Kitty Online. Download HKO now and play for a good cause!

WHEN:

Players can begin collecting items now. Item sets can be handed in to a Game Master (GM) who will be in Sanrio Harbour, standing next to Nyoko, at these times:

• Sunday Dec. 5, 2010 at 8 p.m.– 12 a.m. (EST)

• Tuesday Dec. 7, 2010 at 9 p.m.– 12 a.m. (EST)

• Wednesday Dec. 8, 2010 at 9 p.m.– 12 a.m. (EST)

If you cannot make any of these times, please send a private message (PM) to any of the Game Masters online from Dec. 6-8, 2010 to arrange a trade.

QUOTES:

“Partnering with Toys for Tots to make the holidays a little brighter for children and teens less fortunate is another way in which Hello Kitty Online and its players give back to the community,” said Robert Ferrari, vice president publishing and business development, Sanrio Digital.“Our players embrace the opportunity to help others any way they can, and this promotion allows them to do so simply by playing our game. Toys for Tots has a major impact on millions of people in need across the United States and Sanrio Digital is glad to partner with an agency delivering hope and happiness.”

“The Marine Toys for Tots Foundation is truly pleased to have Sanrio Digital and their Hello Kitty Online game on board the 2010 Toys for Tots train this year,” said retired Marine Corps Major Bill Grein, vice president of the Marine Toys for Tots Foundation.“With the popularity of Hello Kitty and gaming, we know that many of our nation's neediest children will benefit from this program."

WHERE: http://www.hellokittyonline.com

About Hello Kitty Online

Hello Kitty Online (HKO) is the official massively multi-player online game (MMOG) of Hello Kitty. It’s a new fantasy game set in a magical world featuring Hello Kitty and Sanrio friends. Travel to exciting places including London, Beijing and Paris with other players as well as your favorite Sanrio characters, including Hello Kitty, Badtz-Maru®, Kerropi®, My Melody® and more!

Hello Kitty Online boasts a captivating storyline, a myriad of quests and a skill-based system, making it an adventure Hello Kitty fans of all ages can enjoy. Featuring customizable avatars, farms and houses, players can experience extensive crafting, farming, guilds, pets and much more.

Hello Kitty Online is also the first MMOG to integrate true social networking, featuring blogs, video sharing and email provided by SanrioTown, the official online community for Sanrio fans.

About SANRIO®

SANRIO, best known for global icon Hello Kitty® and home to many more endearing characters including Chococat®, My Melody®, and Keroppi®, is celebrating its 50th Anniversary this year. August 2010 marks the golden anniversary for the worldwide lifestyle brand that was founded on the“Small Gift, Big Smile®” philosophy– that a small gift can bring a big smile to people of all ages. Today, over 50,000 Sanrio-branded items are sold in over 70 countries around the world. In the Western Hemisphere SANRIO character-branded products are sold in upwards of 12,000 locations including department, specialty, national chain stores and over 95 Sanrio boutiques. For more information, please visit www.sanrio.com.

About Sanrio Digital

Sanrio Digital is a joint venture between Typhoon Games (HK) Ltd. and Sanrio Wave Hong Kong 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. Sanrio Digital is the developer and global publisher of Hello Kitty Online and SanrioTown. For more information please visit www.sanriodigital.com, www.hellokittyonline.com, and www.sanriotown.com.

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For more information, or to schedule a one-on-one interview with a spokesperson from Sanrio Digital, please contact:

Racheal Caswell / Caroline Sung

Wonacott Communications, LLC

(310) 477-2871, Ext. 662 / Ext. 671

rcaswell@wonacottpr.com / csung@wonacottpr.com


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