Sanrio Global Consumer Products Announces Launch of Limited Edition Hello Kitty(R) Coveroo in Celebration of 35th Anniversary

LOS ANGELES, Nov. 11 /PRNewswire/ -- As part of Hello Kitty's 35th Anniversary celebration, Sanrio Global Consumer Products is pleased to announce a new partnership with Coveroo, creator of high-quality custom cell phone covers for all major brands of phones. Debuting in early November with 15 limited edition Hello Kitty Coveroo designs, the collaboration brings SANRIO® characters to life through the cell phone, produced and released in conjunction with the pop icon's 35th Anniversary on November 1st.

"Our new partnership with Coveroo brings the celebration of Hello Kitty's 35th to the cell phones of fans around the world," said Janet Hsu, President of Sanrio Global Consumer Products. "The launch collection celebrating Hello Kitty's 35th Anniversary is sure to be a hit among our fans."

Before Coveroo, consumers had to send phones in to have them customized, but now most phones come with a removable cover. Using Coveroo, consumers will be able to go online, select their Hello Kitty design and Coveroo will customize the cover and send it to them directly in the mail. Unlike other customization products, Coveroo uses laser engraving technology and a HighColor process to give personal electronic devices a high-quality design that won't ever fade, peel or rub off. Coveroo supports all major phone brands such as Blackberry, iPhone, Motorola, Samsung and many more.

The line will be available for immediate purchase at www.coveroo.com, sanrio.com and other select retailers.

"We're honored to be amongst those licensees celebrating Hello Kitty's big party!" said Coveroo's CEO, Karl Jacob. "We are overjoyed to be celebrating Hello Kitty's 35th Anniversary by bringing her designs to the billions of cell phone users in the world."

The Hello Kitty Coveroo is one of many special releases honoring 35 years of Hello Kitty. SANRIO is celebrating Hello Kitty's 35th Anniversary with an exclusive offering of commemorative products, special brand collaborations and 'Three Apples', a three week, multi-dimensional event that includes a product retrospective & exhibition at Royal/T in Culver City, CA. Contemporary artists Gary Baseman, Ron English, Buff Monster, Camilla d'Errico, Luke Chueh, Deph, Yosuke Ueno, FriendsWithYou, and Simone Legno are just a few of the 80+ artists that have interpreted their vision of Hello Kitty in one-of-a-kind pieces of art that are for sale and on display throughout the duration of the 'Three Apples' event.

For more information on Hello Kitty's 35th Anniversary and the celebratory events, please contact Dyann Hawkins at 323.874.4073/dyann@orsipr.com or go to www.sanrio.com/threeapples.

About SANRIO

SANRIO's signature brand Hello Kitty celebrates 35 years of fun & friendship in 2009. With fans around the world, Hello Kitty will mark the year with special co-branded partnerships, unique products, retail promotions & year-end exhibition events. SANRIO develops, distributes and licenses a collection of 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, 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 85 SANRIO boutiques. For more information, please visit www.sanrio.com.

About Coveroo

San Francisco-based Coveroo was founded in October 2008 by seasoned start-up veterans Karl Jacob, Ben Katz and Mark Halstead. The company is funded by Bay Partners, Norwest and Microsoft. A Coveroo replaces the original back cover on your mobile device with a custom version that features artwork from your favorite band, TV show, movie, artist - or even your own creation. Coveroo believes personal electronic devices should be truly personal with customized artwork tailored to your personality. See more at http://www.coveroo.com.

SOURCE Coveroo



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