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Sanrio's cheeky punk-rock bunny mascot, Kuromi, is at last stepping into the spotlight during the spooky season. In celebration of two decades since Kuromi entered the Sanrio character universe, Sanrio has partnered with several major brands for a multi-faceted celebration across digital and physical spaces.

New Roblox Adventure: The Mansion of Mischief

Beginning now, fans can enter an all-new online minigame titled The Mischief Mansion, that's located inside the existing My Hello Kitty Café experience. This launch kicks off what is planned to be an annual Halloween tradition dedicated to Kuromi. A spokesperson described it as the brand's “most ambitious digital activation yet”.

As for how to play, The Mansion is a version of hide-and-seek. Participants choose between two roles: those hiding disguise themselves as haunted objects, while seekers play as Kuromi attempting to find the hidden players. Through participation, users can collect special currency used for Kuromi-themed decorations in My Hello Kitty Café, along with limited-time rewards and free items.

It's exciting to partner with our partners on celebrating Kuromi with this exclusive capsule collection. With our brand collaboration program, our collective fans can celebrate this special moment both on- and off-platform we're confident everyone will enjoy what happens in Kuromi's Mischief Mansion on Roblox this year.

Physical Celebrations at Hot Topic Locations

This spooky festivity extends to physical stores. Throughout October, more than 600 Hot Topic locations are getting a makeover decked out in purple into real-life versions of Kuromi's Mischief Mansion for a limited time. These stores will feature a range of exclusive Kuromi items including hoodies and accessories. Purchases comes with a card to unlock a digital item on Roblox. These items will be available at retail from early October.

SoCal Sanrio fans should note: The Hot Topic flagship store in California will also host a Mischief Mansion temporary event with immersive photo opportunities, shareable moments, and a chance for a personal meet-and-greet on a specific date from 12-2pm PDT.

More Collaborations and Liquid Death

For those wanting even more adorable Kuromi gear, the brand is also collaborating with Liquid Death for a capsule collection featuring a limited-edition jacket and shirt. These items will be available at BoxLunch's 280 retail locations and at online stores around the middle of the month.

Comfy Footwear for Fans

Finally, Sanrio has something for all comfy shoe lovers. Kuromi classic Crocs for all ages will be available only on the official website starting Oct. 1. Plus, players can obtain an exclusive set of digital Crocs for their character while playing the game.

Background on Kuromi's History

The character debuted in a 2005 animated series, Please My Melody. Recently, she starred with her long-time frenemy My Melody in a Netflix show My Melody and Kuromi.