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Hello Kitty Online launches across Europe

burda:ic and Sanrio Digital start unique, innovative online game in Europe

Munich, Germany, September 29th, 2009

Following a very successful beta phase, the Munich-based games publisher burda:ic today announced the European launch of Sanrio Digital’s Hello Kitty Online ( www.hellokittyonline.eu), the highly anticipated, free, massively multiplayer online role playing game (free2play MMORPG). The launch of Hello Kitty Online is accompanied by a lavish marketing campaign to inform users across Europe that they can now immerse themselves in the fantastic and colourful world of Hello Kitty and other Sanrio characters.

Hello Kitty Online launches in five languages: German, English, French, Italian, and Spanish, all available at www.hellokittyonline.eu. The game boasts several additions and improvements since the beta version. The new housing system allows players to build their own homes and customize them in hundreds of ways, and to visit the homes of other players. The upgraded pet system lets players raise multiple animal companions that add bonuses to owners and that develop accordingto the quality of care they receive. The farming system lets players manage their own private farm and grow crops to produce various items that can be sold or used as ingredients in the game’s sophisticated crafting system. In addition to Sanrio Harbour, Florapolis, and London, there are two new, immensely cute zones: Paris and Beijing will offer thrilling new quests and visually stunning Hello Kitty interpretations of these world cities.

As the official online game featuring Sanrio's famous characters, including Hello Kitty, My Melody and Badtz-Maru, Hello Kitty Online is a one-of-a-kind, innovative, massively multiplayer online role playing game (MMORPG) where players interact with one another while adventuring in the dynamic and cute online world of Hello Kitty. As players explore Hello Kitty’s fantasy environment, they uncover a fascinating main story and meet hundreds of colourful virtual? inhabitants. The game immerses players in the Hello Kitty universe with lovingly detailed graphics and a multitude of cute-themed activities, mini games, and discoveries.

Key features of Hello Kitty Online:

• The charming world of Sanrio, with Hello Kitty, Badtz-Maru, Little Twin Stars, Pochacco, and more than a hundred additional adorable Sanrio characters.

• Unique character customization with thousands of options, including hair, makeup, clothes, accessories, tools, and more.

• Exquisitely designed game zones

• A sophisticated farming system that lets players create gorgeous gardens and harvest various goods in order to generate income and raw materials

• A pet system that allows players to keep multiple pets and create new pet breeds.

• Sophisticated house construction system with countless decorating options

• Fully-featured crafting system

• Entertaining mini-games

• Focus on community and family-friendliness

• Fully integrated community tools including blogs, e-mail, and video sharing

To download and install the free game client, users simply need to register at www.hellokittyonline.eu. Existing players will keep their current characters from the Open Beta phase.

For more information, please visit www.hellokittyonline.eu or europe.sanriotown.com.

About burda:ic

burda:ic GmbH specializes in online PC games, and markets and maintains so-called Massively Multiplayer Online Games (MMOG) - e.g. "Ragnarok Online", "Florensia", and "Hello Kitty Online" - throughout Europe. burda:ic also establishes interactive gamer communities such as alaplaya.eu or sanriotown.com. For Hubert Burda Media, the gaming industry constitutes a key medium for appealing to young target groups. www.burda-ic.com

About Sanrio Digital

Sanrio Digital is a joint venture between Typhoon Games (HK) Ltd. and Sanrio Co. Ltd. Sanrio Digital is responsible for the expansion of Sanrio intellectual property assets into various digital and online media, leveraging an extensive library of original material that includes world-famous brands such as Hello Kitty, Badtz Maru, My Melody and others. Sanrio Digital is the developer and global publisher of Hello Kitty Online. For more information please visit www.sanriodigital.com or email Robert Ferrari, VP Publishing&Business Development at rferrari@sanriodigital.com

Press contact:

Christine Raufer

Senior PR-Manager

G?rtner PR

Destouchesstr. 68

D-80796 M?nchen

Tel.: +49 89-307668-54

Mobil: +49 151-151 662 48

Fax: +49 89-327087-65

E-Mail: c.raufer@gaertner-pr.de

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