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Now, I’m not sure I completely understand this move, but Capcom and Sanrio recently announced that they will be collaborating on a string of Street Fighter/Hello Kitty crossover products. Joshua Izzo, Director of Licensing, defends the nutty decision: “Capcom has long admired Sanrio and their ability to create memorable and cherished lifestyle brands so it is a distinct pleasure to partner with them for this new cross-over line of merchandise. The combination of Street Fighter and Hello Kitty will offer fans a whole new way to experience our characters.” Jill Koch, the Vice President of Brand Management and Marketing for Sanrio, seems to agree: “We are always looking for new ways to surprise our fans and partnering with a strong brand-focused company such as Capcom is a natural fit for us. Hello Kitty and Street Fighter have a dedicated core following around the world and our collaboration brings the legacy of both brands together in a fun and unexpected way.” 
The Hello Kitty/Street Fighter crossover is expected to his shelves in the fall of 2012. |