Following the success of Maestro Media’s video game adaptations, the next major project marked an exciting evolution for the company: partnering with one of the world’s most recognizable lifestyle brands, Sanrio. Hello Kitty: Day at the Park transformed the global icon into a charming tabletop game for families and fans of all ages, inviting players eight and up into a bright, joyful experience that celebrated friendship, kindness, and play.
This project represented Maestro Media’s first collaboration with a major international corporation, and it introduced a new level of creative partnership and brand management complexity. Working closely with Sanrio required strict adherence to brand guidelines and careful collaboration at every stage—from design and packaging to marketing and approvals. The process was deeply collaborative, ensuring that every detail reflected Hello Kitty’s world and values. The partnership also resulted in direct promotion from Sanrio’s official Hello Kitty channels, which helped the game reach millions of fans around the world.
Unlike Maestro’s earlier campaigns with indie creators and gaming personalities, this project demanded a corporate-level approach to coordination, approvals, and brand integrity. Moving from independent game developers and streamers to a global IP powerhouse like Sanrio demonstrated Maestro Media’s ability to scale its processes and operate at the highest levels of brand collaboration. Every creative decision required precision and respect for Sanrio’s legacy while still infusing Maestro’s fan-first philosophy into the launch.
We did run a Kickstarter for Hello Kitty: Day at the Park, but it represented only a small part of the broader retail and influencer strategy. The primary goal was to ensure the game’s successful retail performance and visibility in mainstream markets. To achieve this, we worked with leading tabletop reviewers and content creators to generate authentic excitement within the board game community. One major highlight was the Dice Tower approval—a mark of credibility that helped position the game not just as a family collectible, but as a genuinely enjoyable tabletop experience.
We also managed awareness campaigns that spanned traditional media, social platforms, and influencer engagement. The launch was supported by coordinated visibility across Amazon, the Maestro Media website, and Walmart, with particularly strong results in Walmart Canada. Our communications emphasized accessibility and variety, highlighting the three editions available: Retail, Deluxe, and Deluxe with Playmat. Unlike previous campaigns built around custom merchandise, this one focused entirely on the game itself, honoring Sanrio’s already extensive merchandise ecosystem.
Watching the community embrace Hello Kitty: Day at the Park was particularly rewarding. Families, collectors, and long-time fans of the franchise shared their enthusiasm organically across social media, and the game continues to enjoy steady performance across retail and online distribution channels. It remains one of Maestro Media’s strongest examples of how to handle a major global brand with precision, respect, and creativity—maintaining corporate alignment while still delivering the warmth and community engagement that define the company’s approach.
This project proved that Maestro Media could successfully expand from indie partnerships to collaborations with some of the world’s largest and most beloved brands. Hello Kitty: Day at the Park stands as a milestone in the company’s growth, marking the moment it transitioned from community-driven campaigns to major corporate IP management—without losing its fan-first spirit.
