AMC Theatres Hello Kitty Exclusive Merchandise

AMC's Latest Merchandise: A Tsundere of Popcorn, Props, and Pop Icons

AMC Theatres, a 1920s classic moviehouse chain, is diversifying its merchandise beyond popcorn. Ever since theaters began to shut down during the pandemic, AMC has been experimenting with ways to keep the brand and the theater-going culture alive. The recent spate of collectibles are one such way. AMC’s latest iteration is themed around Hello Kitty and Friends. Currently trending TMNT and Squid Game merchandise, AMC has always explored partnerships with other entertainment companies. They are not the first to try this or the only ones that succeed, but they have mastered the ability to increase the connection between their offerings and the moving picture. A line of plush toys, tumblers, and figurines, the Hello Kitty and Friends line reinvigorates Sanrio’s franchise. The Japanese street fashion staple is popular with adults, especially those in Japan and the USA. Missing from the collection is a feature, perhaps more important to some fans, of keychains.

Sanrio Sync

Now, there are AMC Theater merchandise that are exclusive to the AMC shopping sites. This new line of themed collectibles joins their other exclusive lines of merchandise. The Hello Kitty and Friends collection is marketed as being exclusive to AMC. This has been a strategy used by AMC. They have also sold exclusive merchandise for other shows such as Squid Game and The Matrix Resurrections. This is more than just a marketing ploy. AMC is opening stores in the US like AMC STUDIO as a way to generate a new revenue stream and enter the lucrative collectibles marketplace. This is a middle ground between licensing your properties and selling collectibles.

Capitalizing on Iconography

Merchandise sales have always been important to AMC and other theaters. AMC’s marketing strategy for its Hello Kitty collection leans heavily on the iconic status of the character and her friends, and the nostalgia. Over the years, pop culture icons, such as Popeye, Doraemon, Mickey Mouse and TMNT have sold merchandise that far exceeds the value of their respective studios' intellectual property. In the AMERICAN MARKET especially, the Hello Kitty brand is seen as cute and innocent — a child-friendly mascot, but in Japan, she has a more complex persona. It's a balance between cuteness and Tsundere. This project is a joint initiative that will feature several New York State-based artists, including, but not limited to: Becky, Laura Man, and Kai Carlos. As a part of their project, they also feature posters.

Marketing the Media Merch

Even during the pandemic, AMC sales have been strong. Since the pandemic, AMC has been exploring its other revenue streams, such as merchandise sales, exclusive theater food, and experiential dining. The new collection of collectibles is a way to keep the audience engaged with the AMC brand. Sanrio Holdings Co. will benefit from this as well. Sanrio Holdings Co., the Japanese company that makes Hello Kitty.