Kuromi’s 20th Birthday: Hop into Mischief Mansion on Roblox — Exclusive Hot Topic, Crocs & Liquid Death Drops
Sanrio’s punk-rock rabbit Kuromi is marking her 20th anniversary with a Halloween push that reaches Roblox, Hot Topic, Crocs and Liquid Death — both online and in stores. Starting today, players can enter a new Kuromi minigame inside a Hello Kitty experience, and fans can pick up themed merch and in-store events through mid-October.
- Hot Topic takeover and pop-up
- Merch collabs: Crocs and Liquid Death
- Kuromi’s origins and recent appearances
Kuromi’s Mischief Mansion on Roblox
Sanrio launched Kuromi’s Mischief Mansion as a limited-time minigame inside Rockpanda Games’ My Hello Kitty Café. The activation goes live today and is part of a newly announced annual Halloween tradition for the character.
According to a Sanrio spokesperson, the activation is the brand’s “most ambitious digital activation yet.” The event ties into several retail partners, and it offers digital and physical rewards for players and shoppers.
In-game play and rewards
The minigame is a hide-and-seek experience with two roles: *hiders* disguise themselves as haunted objects, while *seekers* play as Kuromi and hunt for the hidden players. Players can earn event coins during matches, which are redeemable for Kuromi-themed décor and limited-time item drops in My Hello Kitty Café.
Moreover, Roblox’s team noted a collaboration element: branded in-game outfits and items tie into real-world purchases. As Christian Bayley, Global Head of Licensing at Roblox, said, “We are thrilled to partner with Sanrio and Hot Topic on celebrating Kuromi with this exclusive capsule collection at Hot Topic that includes a special digital reward on Roblox. With our Approved Merchandise (“AMP”) program, our collective fans can celebrate this special moment both on- and off-platform and we know fans will love to see what happens in Kuromi’s Mischief Mansion on Roblox this year.”
Hot Topic takeover and pop-up
From Sept. 29 until Oct. 19, more than 600 Hot Topic stores will adopt a purple Kuromi-themed look and stock exclusive items ranging from hoodies to keychains. These pieces include a card that unlocks a digital reward on Roblox. The collection lands in Hot Topic stores on Oct. 2.
Additionally, Hot Topic’s Glendale, CA flagship will host a Mischief Mansion pop-up with photo moments and a chance to meet Kuromi in person on Oct. 4 from 12–2pm PDT. For general store information, see the Hot Topic homepage.
Merch collabs: Crocs and Liquid Death
Sanrio is also working with Crocs and Liquid Death on a capsule of Kuromi items. Classic Kuromi Crocs in adult and kids sizes will be sold exclusively on Sanrio.com starting Oct. 1. Players can also unlock a limited-edition pair of in-game Crocs for their avatar during the Roblox event.
Meanwhile, a Liquid Death capsule including a limited-edition jacket and t-shirt will appear at BoxLunch retail locations and online in mid-October. These drops offer both physical merch and, in some cases, corresponding digital items redeemable in Roblox.
Kuromi’s origins and appearances
Kuromi first appeared in Sanrio’s 2005 anime, Onegai My Melody. This year she also starred alongside her long-time frenemy My Melody in Netflix’s stop-motion anime My Melody & Kuromi. Fans can find more official details on the event and activation at Sanrio’s page for Kuromi’s Mischief Mansion.
