Sanrio® Teams Up with F1 ACADEMY to Bring Hello Kitty® and Friends Back to Las Vegas

LOS ANGELES, Oct. 15, 2026 /PRNewswire/ -- This November, 18 of the best female drivers in the world are returning to Las Vegas for the grand finale of F1 ACADEMY — and once again, Hello Kitty^® and Friends will be there to celebrate with them! Global lifestyle brand Sanrio^® invites fans to come and join their beloved characters for a weekend of fun, games, limited-edition merchandise and exciting photo opportunities starting Nov. 19 and continuing through the pulse-pounding finale on Nov. 21.

"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. 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."

On and off the track, and all around Las Vegas, Hello Kitty and Friends' signature supercute aesthetic will be on display against the backdrop of the high stakes, hi-tech world of F1 ACADEMY racing.

THE FAN ZONE RETURNS

Located within the F1 ACADEMY Paddock, the Sanrio Fan Zone will be home to sights, sounds, flavors and unique fan experiences! Inside, visitors will have the chance to explore and play in Hello Kitty and Friends style.

• Hello Kitty Cafe Pit Stop - Whether it's their first stop or a quick refresh during the events, delicious treats await in the Hello Kitty Cafe Pit Stop. Ticketed visitors can indulge in cookies, other sweet baked goods, and creamy hot chocolate.
• Creative Garage - Rev up those creative juices, too, with the Creative Garage. Fans can design their own crown inspired by the world of Hello Kitty, cap off their race day look with temporary tattoos, and hit the friendship bracelet station to create shareable memories of the experience.
• Fun and Games: Anyone who thinks they have the reflexes of an F1 ACADEMY driver can put them to the test by trying to catch as many Hello Kitty bows as they can.
• Photo Ops: Fans can get their own F1 ACADEMY driver's license at our photo booths (and wear it proudly with a lanyard they can decorate). Strike a pose at the Hello Kitty and Friends photo wall, snap pics of our Hello Kitty, Kuromi™, and My Melody™ inspired race helmet display, and even have a chance to meet Hello Kitty and Kuromi when they visit the Fan Zone throughout race week.

EXPLORE THE HELLO KITTY CAFES

With three locations around Las Vegas, the Hello Kitty Cafe welcomes visitors and race fans to grab a sweet treat, a beverage and an unforgettable photo with Hello Kitty and Kuromi during race week. Fans can head to Fashion Show or Park MGM Las Vegas locations to grab a snack, or they can explore the newest elevated cafe experience at the Forum Shops at Caesar's Palace. During the festivities, the cafes will carry new food and beverage menu items along with select Hello Kitty x F1 ACADEMY merchandise for fans to enjoy. Follow @hellokitty, @sanrio, and @hellokittycafevegas for the latest updates and information.

Super speed meets supercute -- see you in Las Vegas!

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.

Ashley Goncena, [email protected]

SOURCE Sanrio