This year, Sanrio hasn’t held back as it celebrates its most iconic character’s birthday with new toys, merchandise, and other collaborations. The party continues with the launch of a new 50th Anniversary Hello Kitty plush gift set from Build-A-Bear Workshop.

The 50th Anniversary Hello Kitty plush has a mix of blue, pink, and purple with sparkly accents; white eyes; and white whiskers. In place of her iconic bow, fans will find a plush 50. It is available on its own or bundled with the pink Hello Kitty birthday dress and cupcake. If kids want more Sanrio, Build-A-Bear has an existing Hello Kitty and Friends plush collection featuring Kuromi, Cinnamoroll, and more. 

“We are delighted to collaborate with Sanrio on the first-ever Hello Kitty and Friends inspired Build-A-Bear Workshop location, especially as we celebrate the remarkable 50th anniversary of this beloved character,” said Anjali Khosla, Vice President of Brand Management of Build-A-Bear Workshop. “Beyond this milestone moment, the timing is also supportive of the strategic expansion of our global retail footprint as well as the purposeful extension of our addressable market to include teens and adults – which is also a key consumer for Hello Kitty and Friends.”

Build-A-Bear will also cut the ribbon on the first-ever Build-A-Bear x Hello Kitty and Friends Workshop at Westfield Century City in Los Angeles. The store will feature special events and exclusive products, including make-your-own versions of fan-favorite Sanrio characters. The Los Angeles location will open ahead of the official anniversary in November.