JAPAN: Swarovski collaborates with Hello Kitty to launch a new line of accessories to raise money for survivors of Japan earthquake and tsunami

Record ID: 463618

  • Title: JAPAN: Swarovski collaborates with Hello Kitty to launch a new line of accessories to raise money for survivors of Japan earthquake and tsunami
  • Date: 1st July 2011
  • Summary: TOKYO, JAPAN (JUNE 29, 2011) (REUTERS) HELLO KITTY NECKLACES IN ROWS GOING UP AND DOWN TO THE MUSIC OF THE "NUTCRACKER"
  • Embargoed: 16th July 2011 13:00
  • Keywords:
  • Location: Japan, Japan
  • Country: Japan
  • Topics: Disasters,Entertainment
  • Reuters ID: LVA7YN6NW8ONZ10L6OM1N4DU2000
  • Story Text: Hello Kitty, Japan's famed iconic cat, was reborn with Swarovski crystals on Wednesday (June 29) to help bring in money for survivors of the disaster in March.
    In a showroom on Tokyo's Omotesando fashion street, a line-up of Hello Kitty accessories - from tiny earrings to melon-size figurines - were on display.
    A 20-centimeter (7.9-inch)-tall Hello Kitty 2011 Limited Edition figurine was in the spotlight at the launching event of the collaboration project between the Austrian jewelry maker and Japan's Sanrio Co, the creator of the white-faced, mouthless kitty cat character.
    The figurine, with 19,636 grains of crystals and 1.2 million-yen (14,800 US dollars) price tag, is only available for 88 fans around the world, a spokeswoman at Swarovski said.
    "I can't buy this for myself, so I would like someone to buy it for me," said a 27-year-old Hello Kitty fan Suzuki Rumi, who couldn't wait until the public opening on the following day and dare to sneak into the media event.
    Showcased with this figurine are 30 different kinds of accessories and a bag worth near 100,000 yen (1,200 US dollars) with a large Hello Kitty logo made out of leather.
    Swarovski said it wanted to remind happiness and optimism in the hearts of disaster-suffering Japanese people with the adorable cartoon character.
    "She's just a nice, cute, adorable character. She's just a symbol of happiness, and I think it's very important these days to transmit some positive messages to the people, and I think Hello Kitty is perfect in order to do so," said Swarovski CEO Robert Buchbauer.
    In Japan, a total of 15,405 people were confirmed dead, while 8,095 were missing, after the 9.0-magnitude earthquake and the 38-metre(125-feet)-high tsunami devastated cities and towns along the country's northeastern coast on March 11.
    "Japan has a long way to fully recover from all the things that have happened in the past few months. I think at the same time it is important to think positively, to think forward, to think ahead, and to create a positive mood again in order to optimistically look into the future," Buchbauer said.
    Swarovski said they will auction off nine Hello Kitty figures, designed by Japanese celebrities and artists to be exhibited at the launching event. The proceeds will go to the Japanese Red Cross Society to help the restoration efforts in northeastern Japan.
    Later at the event, South Korean idol girl group Kara's member, Gu Ha-ra, helped celebrate the feline super-star's crystal dominance in being cute.
    Though officially born in the suburbs of London in 1974, Hello Kitty is the epitome of Japanese cuteness and has captivated the hearts of girls of all ages, first in Japan and now the world over.
  • Copyright Holder: REUTERS
  • Copyright Notice: (c) Copyright Thomson Reuters 2011. Open For Restrictions - http://about.reuters.com/fulllegal.asp
  • Usage Terms/Restrictions: Audio restrictions: This clip's Audio includes copyrighted material. User is responsible for obtaining additional clearances before publishing the audio contained in this clip.
Register