Sanrio Digital based in Hong Kong and Boston, and online games publisher GameMaxx based in São Paulo, today announced they have partnered to launch Hello Kitty Online in Brazil. Hello Kitty Online is the official massively multiplayer online role-playing game (MMORPG) that features the beloved global icon along with Sanrio’s other lovable characters. Under the terms of the agreement, GameMaxx will manage online publishing, i-café distribution, and game service operations of Hello Kitty Online in Brazil. GameMaxx will also operate a Brazilian edition of SanrioTown, the community and social networking site integrated with Hello Kitty Online.

Hello Kitty Online is launching in various territories throughout 2009, using a free-to-play model with optional premium upgrades. Players will undertake exhilarating adventures and interact with other players and over a hundred Sanrio characters including Hello Kitty, Badtz-Maru™, My Melody®, and many others. Backed by Sanrio’s highly successful intellectual property, Hello Kitty Online is one of the few MMORPG titles that targets a primarily female gaming audience. As she celebrates her 35th Anniversary in 2009, Hello Kitty continues her expansion with a presence in all multi-media platforms and new markets.