Sanrio unveils new site with Typhoon

HONG KONG Hello Kitty has a major new web presence, thanks to a joint-venture between Sanrio Wave Hong Kong and games developer Typhoon Games.

Sanrio Digital has revamped the Sanriotown website (www. sanriotown.com), launched late last month, to fully embrace Web 2.0 with a social networking site that offers content and new platforms for interactivity.

Sanrio, a licensing company that has never dabbled in production, has no history of JVs, which signals the significance of the digital move, said Yat Siu, CEO of Sanrio Digital. "It is a demonstration of the level of importance and the level of faith in this project,"he said.

As well as blogs, flash games, and a forum, Sanrio-town also features the Kitty Shop and Dream Studio - two major interactive elements. At the Kitty Shop, members can input ideas for the design of future products, as well as buy merchandise. Dream Studio allows members to create their own flash movies with video, music and photos.

A massive multi-player online game is also in the final stages of development, and a 52-episode animated TV series is in the works.

Siu says part of the mission was to create a very safe environment in the web space.

The family-friendly brand's games are non-violent and carry social meaning.

The target demographic for Sanriotown, which already boasts two million users, is girls in their tweens and office ladies.