Sanrio is putting Kuromi — its mischievous, punk-inspired rabbit — front and center this Halloween as part of a sweeping 20th‑anniversary celebration. The character will be honored through a mix of digital experiences and real‑world collaborations with Roblox, Crocs, Hot Topic, and Liquid Death.
Kuromi’s Mischief Mansion, a new minigame inside Rockpanda Games’ My Hello Kitty Café on Roblox, launches today. Sanrio describes the activation as its most ambitious digital event to date and plans to make this an annual Halloween tradition.
The minigame, Mischief Mansion, plays like hide-and-seek: some players blend in as haunted objects while others take on Kuromi’s role to hunt them down. Participants can collect event coins to purchase Kuromi-themed décor for My Hello Kitty Café, along with limited-time drops and exclusive items. Christian Bayley, Global Head of Licensing at Roblox, said the Hot Topic capsule — which includes a redeemable digital reward on Roblox — lets fans celebrate across both physical and virtual spaces.
Image: RobloxThe Kuromi takeover continues in stores: more than 600 Hot Topic locations will adopt a purple, Mischief Mansion-inspired aesthetic from Sept. 29 to Oct. 19, offering exclusive apparel and accessories — from hoodies to keychains. Each purchase includes a code to unlock a corresponding digital item on Roblox. The physical collection hits Hot Topic shelves on Oct. 2.
In Southern California, Hot Topic’s Glendale flagship will host a Mischief Mansion pop-up with photo installations and meet-and-greet opportunities; Kuromi will appear in person on Oct. 4 from 12–2pm PDT.
For collectors, Sanrio has teamed up with Liquid Death for a small capsule that includes a limited jacket and tee; those pieces will appear at BoxLunch’s ~280 retail locations and online at BoxLunch and Sanrio.com in mid‑October.
Comfort seekers aren’t left out: classic Kuromi Crocs for adults and kids arrive exclusively on Sanrio.com beginning Oct. 1. Buyers will also be able to redeem a limited pair of in‑game Crocs for their Roblox avatars during the event.
Kuromi first appeared in the 2005 anime Onegai My Melody and recently co‑starred with My Melody in Netflix’s stop‑motion series My Melody & Kuromi. For additional details and updates, visit Sanrio’s page for Kuromi’s Mischief Mansion.
Source: Polygon
