7-Eleven's first collab with mofusand and Sanrio brings a touch of joy to HKers

7-Eleven Hong Kong has partnered with Japanese illustration mofusand and Sanrio to unveil a set of six plushies and mini jars for the first time, aiming to bring a touch of joy to consumers’ busy lives. 

Created by artist Juno, mofusand is a popular Japanese illustration featuring a fluffy, soft creature with big, watery eyes, and playful poses. 

This marks the first time Mofusand is joining hands with 7-Eleven in the brand's classic stamp collectible programme, said 7-Eleven's spokesperson when MARKETING-INTERACTIVE reached out. "We believe this crossover with two licenses will resonate well with our audience, adding an extra layer of excitement. The entire collection is exclusively available at 7-Eleven."

The target audience for this partnership includes cat lovers, fans of Sanrio character and Mofusand, office ladies and a wide female demographic, added the spokesperson. "Our communication strategy covers both online and offline channels to ensure broad visibility and engagement. The campaign will be rolled out in several phases to maintain excitement and momentum."

Available from 28 August, the six styles of “mofusand X Sanrio characters cuddly cat plushies + meowtastic mini jars" collection features mofusand dressed up as six Sanrio characters, including Cinnamoroll, Kuromi, Pompompurin, My Melody, Hangyodon, and Hello Kitty.

Each mofusand is adorned with the signature headgear of a Sanrio character and holds a matching mini Sanrio plushie, along with a corresponding mini jar. Each jar and its lid feature a soothing color scheme designed to refresh any room. Made from food-grade borosilicate glass, these themed jars are suitable for storing everyday items or snacks. Meanwhile, the cat ear-shaped lid can function as a small snack dish for pets.

Furthermore, consumers can hang the plushie on the rim of their cup for some companionship while working or studying, or set it on their computer monitor. The plushies can also be attached to bags or backpacks as keychains.

Additionally, the partnership features two styles of "mofusand X Sanrio characters plush cuddle buddies," designed for both adults and children to bring a touch of playfulness to the home.

Don’t miss: 7-Eleven unveils Pokémon collection to appeal to younger audience

Bay in May, 7-Eleven Hong Kong launched a collectable programme featuring "Pokémon Builders", as part of its efforts to reach younger audiences. 

The new collaboration features different types of Pokémon, with 30 builders and five special edition builders, all in a blind box with free redemption method.

In a conversation with MARKETING-INTERACTIVE, the spokesperson from 7-Eleven HK said the collectable programme marked the first collaboration with Pokémon, which wax widely adored by children and youngsters.       

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