Sanrio® Icon Kuromi™ Takes Over Halloween with Her Biggest Celebration Yet - Featuring Hot Topic, Roblox, Crocs, Liquid Death and More

A First-of-Its-Kind Program Launches a New Annual Halloween Tradition, Positioning Kuromi as the Spooky-Cute Star of the Season

LOS ANGELES, Oct. 1, 2025 /PRNewswire/ -- Sanrio®, the global lifestyle brand behind beloved characters like Hello Kitty® and Kuromi™, is kicking off spooky season with Kuromi's Mischief Mansion – a month-long Halloween celebration spotlighting Sanrio's fan-favorite rebel. The first-of-its-kind program brings together a bold lineup of partners including Hot Topic, Roblox, Crocs, Liquid Death, and BoxLunch, offering fans a unique mix of interactive gameplay, digital rewards, IRL experiences, and exclusive merchandise. From story-driven in-game experiences to nationwide retail takeovers and collectible collabs, this kicks off what's set to become Sanrio's annual Halloween tradition.

With her tough-on-the-outside, sweet on-the-inside attitude, Kuromi perfectly embodies the spirit of Halloween — equal parts trick and treat. This year, Sanrio invites fans to embrace their mischievous side and step into Kuromi's world like never before.

"Kuromi's mischievous spirit and rebellious charm make her the perfect icon for Halloween," said Craig Takiguchi, COO at Sanrio, Inc. "This marks the beginning of an annual celebration we'll continue to grow — tapping into Kuromi's rising cultural relevance through immersive storytelling, digital experiences, and exclusive product drops that fans can look forward to year after year. It also reflects our commitment to building cross-platform brand moments that connect retail, gaming, and fandom in unexpected, meaningful ways."

Inside Kuromi's Mischief Mansion on Roblox

This Halloween, Kuromi is haunting the massively popular My Hello Kitty Cafe on Roblox with a first-of-its-kind themed activation. Inside Kuromi's Mischief Mansion, fans enter a spooky hide-and-seek minigame filled with custom avatar items, hidden surprises, and in-game rewards. Players can unlock exclusive Kuromi-inspired digital items from Hot Topic, Crocs, and Liquid Death — all while exploring her haunted world.

Players choose to become either hiders or seekers: hiders transform into haunted objects to avoid detection, while seekers play as Kuromi herself, racing to uncover every disguise. Along the way, they earn event coins that can be redeemed for Kuromi-themed cafe décor items and limited-time in-game rewards. Hidden surprises and gift drops will appear throughout the month, keeping players coming back for more all October long.

"We are thrilled to partner with Sanrio and Hot Topic on celebrating Kuromi with this exclusive capsule collection at Hot Topic that includes a special digital reward on Roblox. With our Approved Merchandise ("AMP") program, our collective fans can celebrate this special moment both on and off platform and we know fans will love to see what happens in Kuromi's Mischief Mansion on Roblox this year," said Christian Bayley, Global Head of Licensing at Roblox.

Limited-Edition Merchandise

Kuromi x Hot Topic: Hot Topic transforms into a Halloween-ready style hub with over 600 locations showcasing Kuromi's Mischief Mansion collection exclusively — from cozy hoodies to collectible keychains. As part of Roblox's AMP program, every item comes with a limited-edition card unlocking an official in-game avatar item on Roblox, bridging physical retail with digital engagement. The collection and cards will be available starting October 2, while supplies last.

From September 29-October 19, Kuromi takes over Hot Topic windows at more than 600 locations nationwide, putting her mischievous charm on full display. Plus, from October 1-19, Hot Topic's Glendale, CA flagship will host a Kuromi's Mischief Mansion pop-up, inviting fans to step into her hauntingly cute world with immersive photo opps, shareable moments, and a chance to meet Kuromi in person on October 4 from 12-2pm.

Kuromi x Liquid Death: A match made in Halloween heaven — Kuromi teams up with Liquid Death for a bold apparel capsule featuring a limited-edition t-shirt and jacket, available at 280 BoxLunch locations and online at BoxLunch.com and Sanrio.com in mid-October. Plus, fans can unlock a limited-edition in-game Liquid Death accessory during the Roblox activation.

Kuromi x Crocs: Step into spooky season with special-edition Kuromi Crocs Shoes, available only on Sanrio.com starting October 1 — while supplies last. Fans can also unlock a limited-edition pair of in-game Crocs Shoes for their avatar during the Roblox activation.

Enter Kuromi's Mischief Mansion, unlock limited-time rewards, and celebrate Halloween with everyone's favorite spooky-cute troublemaker! For more information, visit https://www.sanrio.com/pages/kuromi-mischief-mansion.

ABOUT SANRIO®:

Sanrio® is the global lifestyle brand and home to Hello Kitty®, created in 1974, and beloved character brands including My Melody™, Kuromi™, LittleTwinStars™, Cinnamoroll™, Pompompurin™, gudetama™, Aggretsuko™, Chococat™, Badtz-Maru™ and Keroppi™. Founded on the philosophy that small gifts bring happiness and friendship, Sanrio has inspired quality products, services and activities promoting communication and unique consumer experiences worldwide since 1960. Today, Sanrio extends into entertainment with content series, gaming, and theme parks, offering products in over 130 countries. Learn more at www.sanrio.com and follow @sanrio and @hellokitty across social platforms.

Media Contact:
Ashley Goncena 
[email protected]

SOURCE Sanrio