Here’s another brand riding on the success of Hello Kitty.
In conjunction with Singapore’s 50th year of independence, SingPost collaborated with Sanrio to release exclusive SG50 Hello Kitty Plush Collectible and MyStamp Folder Sets. SingPost’s SG50 Hello Kitty Plush Collectible Set is priced at a hefty SG$88.
SingPost said in a statement that the collectables aim to reflect Singapore’s “distinctiveness and colourful cultures”. Hello Kitty is dressed in five specially designed outfits and SingPost’s SG50 Hello Kitty MyStamp Folder will feature Hello Kitty with some iconic Singapore landmarks.
When asked about the marketing objective, a spokesperson from SingPost said that being an iconic brand in Singapore, and in conjunction with Singapore’s golden jubilee, the company is aiming to bring back a sense of "nostalgia to celebrate shared memories by dressing up Hello Kitty in the postman uniform as well as outfits that celebrate Singapore's racial diversity."
Meanwhile, SingPost is also pushing its e-commerce initiatives through the Hello Kitty merchandises.
"Besides at post offices, customers can also purchase the SG50 Hello Kitty collectibles at SingPost’s own Omigo e-shopping platform. Our ecommerce team enables corporate customers such as Adidas, Toshiba and Philips to sell online to customers across Asia , and they were excited to be part of this special project," said the spokesperson.
Meanwhile, Woo Keng Leong, senior executive vice president/head of postal services said in an earlier press statement that this initiative in part of the SG50 activities SingPost has lined up throughout the year.
SingPost is clearly not the first brand to use the lure of Hello Kitty to its marketing benefits. News on cat fights and long queues over McDonald Singapore’s Hello Kitty promotions have been rife on social media over the years.
In an earlier article, a branding expert claimed that what made the collaborations with Hello Kitty so successful is the fact that the Hello Kitty brand presence is especially strong in Asia and amongst Singaporeans.
Lawrence Chong, CEO of Consulus added the the Hello Kitty brand consciousness is fast becoming multi-layered and awareness is at an all time high.
“Therefore these two elements – the need to be part of a global narrative by posting a picture of the latest Hello Kitty conquest on social media and an active fan base nurtured with religious consistency makes Hello Kitty, a sign of our times and a must-have,” said Chong.