The Sanrio Expo 2014 introducing the latest items from the company was held until Feb 7. This year, a press preview was held for the first time.

In line with Hello Kitty’s 40th anniversary, a large selection of items relating to the popular character was exhibited. At the venue, a video in commemoration of the anniversary was screened on a large panel along with an exhibit of costumes worn by SMAP for the commemoration song “Hello.” The Mikimoto × Hello Kitty jewelry collection recently revealed at the select shop “colette” in Paris was also presented. In addition, many collaborated goods were introduced such as those with fashion brand “Pink House,” table tennis brand “wapper by pph,” glass containers maker “Fire-King,” Japan national football team member Yuto Nagatomo, and the 2014 Sochi Winter Olympics. Air conditioner and air cleaner decorated with the face of Hello Kitty or My Melody, piano and guitar with Hello Kitty motif were also among the lineup of products due to be in stores in the coming six months.

Sanrio also proposes new business opportunities using the company’s characters. Medical equipment used at hospitals for children, ad strategies to attract women to horse racing and golfing, bread and dumpling imaged after the characters, paper coffee cups for convenience stores and overseas promotions are some examples.

“We set up the press preview to invite those who had not participated in our past exhibits and various media to have them enjoy the event. In celebration of Hello Kitty’s 40th anniversary, we have a rich lineup of collaboration goods. We are working to increase the number. Next year, Little Twin Stars (Kikilala) and My Melody will also mark their 40-year anniversaries, which is something to note too,” explained a PR rep from Sanrio.