Think of Hello Kitty and an extensive catalogue of products springs to mind: notebooks, keychains, handbags, sticker photos, studded mobile phone covers ... the list goes on and on. But 'musical theatre' may be an item you wouldn't have thought of adding.
If you peeled away the years and layers of kawaii culture, what you'd find at the core would probably be a white cat with a red bow. Hello Kitty is one of the most recognisable brands in the world, and considering that pop culture thrives on novelty, it is quite an accomplishment that the brand - created and owned by Sanrio - still remains at the heart of this cutesy culture, even after 35 years.
This month, Hello Kitty brings her magical adventures to the stage. The show, Hello Kitty's Fantastical Adventure, features, singing, dancing and acrobatics all packed into an interactive extravaganza for the family.
The story follows Princess Kitty in Happiness Land. One day she is kidnapped by Bad Badtz Maru, the penguin lord of Bad Badtz Kingdom. Prince Daniel leads a team of noble knights to rescue the Princess.
But saving her is not the end of the adventure - their journey home takes them through a musical jungle and a treacherous Fire Gorge.
Hello Kitty's Fantastical Adventure features a variety of music styles, written and composed exclusively for the show. 'There's a Broadway tap-type number, a romantic ballad and even a Les Miserables moment too,' says producer Nick Larkin. 'It's got a bit of jazz, a bit of Broadway, pop, and we do a jungle-type beat too. It's very lively and engaging.'
Making the jump to stage was not an easy task for the production team. They wanted to stay true to the feline brand, something difficult when it comes to doing live shows as this can place limits on what actions and gestures are within the realm of the characters. The company worked closely with Sanrio to ensure an authentic Hello Kitty experience, and not shunning legions of fans.