By Allison Watkinson
TLL Reporter
Sanrio is returning to Las Vegas for the F1 Academy season finale with a fan zone, pop-up treats, and limited-edition merchandise featuring Hello Kitty and Friends.
The events run from Nov. 19 through the finale of the racing series on Nov. 21. F1 Academy is an all-female racing series, and Sanrio says 18 drivers will compete in the finale.
“We’re excited to return to Las Vegas with F1 ACADEMY and continue a partnership that feels like such a natural fit for Hello Kitty and Friends,” said Jill Koch, chief brand officer at Sanrio Inc. “At its heart, this collaboration is about celebrating individuality, friendship and the confidence to pursue your dreams which are all values that have long been part of what Hello Kitty and Friends represent.”
Koch said Sanrio was particularly keen to support an event for female racers.
“F1 ACADEMY is creating exciting opportunities for a new generation of female drivers, and we’re proud to support that mission while bringing fans together to celebrate the incredible talent and passion behind the sport,” she said.
The Sanrio Fan Zone will be located in the F1 Academy Paddock and will include four different attractions for race fans, including:
- Hello Kitty Cafe Pit Stop: Ticketed visitors can buy cookies, other baked goods, and hot chocolate.
- Creative Garage: Fans can design a Hello Kitty-inspired crown, get temporary tattoos, and make friendship bracelets.
- Games: Visitors can test their reflexes by trying to catch Hello Kitty bows.
- Photo opportunities: Fans can get an F1 Academy driver’s license at a photo booth, pose at a Hello Kitty and Friends photo wall, and view race helmets inspired by Hello Kitty, Kuromi, and My Melody. Hello Kitty and Kuromi will make appearances in the fan zone during race week.
Sanrio is also promoting its three Hello Kitty Cafe locations in Las Vegas, located at Fashion Show, Park MGM, and the newest cafe at Forum Shops at Caesars Palace. The company says the cafes will offer new food and beverage items and select Hello Kitty x F1 Academy merchandise during the event.
Sanrio, the owner of Hello Kitty, which debuted in 1974, also owns characters including My Melody, Kuromi, Cinnamoroll, and Pompompurin.
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