‘This embodies the very essence of both brands’: Fender and Hello Kitty unveil huge global collaboration
Two of the world’s most popular brands – Fender and Sanrio – have joined forces to unveil a new limited-edition collection of Fender items, celebrating the 50th anniversary of pop culture icon, Hello Kitty.
At a launch event at Fender’s flagship store in Tokyo on Tuesday, the collaboration – which has been described as a celebration of creativity, inclusivity, and self-expression through music – combines Hello Kitty’s cute and colourful aesthetic with Fender’s sonic innovation and brand legacy.
It hopes to reinforce the deep global cultural presence of both brands, speaking to long-time Hello Kitty fans, Fender fans, as well as new players, to support all forms of creative self-expression.
At the launch event in Tokyo, Fender’s APAC president, Edward ‘Bud’ Cole, explained that this collaboration symbolises the music brand’s dedication to not only music innovation, but also to its mission of supporting and inspiring artists from all over the world.
“This collection combines Fender’s legacy with an iconic figure known and loved across generations. It’s not just about creative something unique, visually fun, it’s about blending the playful, vibrant spirit of Hello kitty with the quality and craftmanship that musicians have come to expect from Fender,” he said.
“This collaboration embodies the very essence of both Fender and Hello Kitty. Each items blends Hello Kitty’s timeless charm with Fender’s quality craftmanship, providing fans with true, one-of-a-kind pieces that celebrate this beloved character’s legacy.”
Craig Takiguchi, chief operating officer at Sanrio, said the blurred lines between music and entertainment often positions pop culture at the heart of fans’ lives, so the collaboration between Fender and Hello Kitty made perfect sense.
“As a cultural ambassador, Hello Kitty has been influencing a variety of industries, including music for 50 years,” he explained.
“We’re excited to partner with Fender to give our community new, creative ways to express themselves through these iconic quality instruments and super cute accessories, continuing to bring our vision of ‘One World, Connecting Smiles’ to life on a global scale.”
The collection includes a limited-edition Squier Stratocaster guitar and pedal, and various Hello Kitty-themed accessories including clothing, guitar straps, picks, and more.
An additional number of items, that have been made in Japan, will be exclusively available at Fender’s flagship store in Tokyo, including a second limited-edition Stratocaster guitar and more collectable accessories.
“This collaboration with Hello Kitty is a perfect blend of music and pop culture,” said Justin Norvell, EVP of Fender Product.
“The limited-edition Squier Stratocaster merges Hello Kitty’s playful design with Fender’s craftsmanship, offering a high-performing instrument that’s as fun as it is functional. Our made-in-Japan exclusives bring an extra level of artistry and attention to detail, making them standouts for both collectors and players.”
“From the guitars to accessories like straps and fuzz pedals, this collection sparks creativity and celebrates individuality, while staying true to Fender’s legacy of quality and innovation,” he added.
Cole concluded: “Here’s to embracing creativity, individuality, and a little bit of fun on everyone’s musical journey.”
Mumbrella attended the Fender x Hello Kitty launch event as a guest of Fender Music Australia.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Hello Kitty 50th birthday
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