Media Release: BOARDFEST UPGRADES
TO A FOUR-STAR RATING
ARCHIVED EVENT. Boardfest is held annually at the
Huntington Beach Pier on Labor Day Weekend. see
HUNTINGTON BEACH , Calif. '
Hello Kitty Boardfest has upgraded the grand finale
of its all-new, all-girl surf festival series to be held
at the Huntington Beach Pier, October 15 to 17, 2004.
The four-star, World Qualifying Series (WQS)-rated event
will attract the world's best short and longboard
surfers battling for an overall prize purse of $21,500.
Huntington Beach Events
Led by all-stars like Serena Brooke (AUS), Heather Clark
(South Africa), Holly Beck (Palos Verdes) and Jacqueline
Silva (Brazil), 64 world-class women, representing
America, Australia, Brazil, France, Hawaii, South
Africa, South America and New Zealand will compete in
the $20,000 shortboard division. Mary Osborne (Santa
Barbara) and Maureen Drummy (San Clemente) lead the 32
women strong, $1,500 longboard division. In addition to
a check and trophy, winners in each division receive an
ultra-cool Hello Kitty television.
Hello Kitty Boardfest is the next to last stop on the
2004 Surfing America Tour and will play a critical role
in determining the sport's national champion. Along with
the WQS season ending O'Neill Cold Water Classic (held
the following weekend in Santa Cruz), Boardfest will
help qualify competitors onto the elite 2005 World
Championship Tour (WCT) since it is one of only four
domestic events for women rated four-stars or above, the
threshold required to impact the grand prix level.
'Hello Kitty Boardfest is a great opportunity for young
American surfers to gain experience and valuable ratings
points,' said Holly Beck, who is sponsored by Hello
Kitty and helped define the Boardfest concept. 'American
women now have a chance to qualify for the WCT without
An added bonus of Boardfest's October timeframe is the
historically good weather and surf conditions at the
famed Pier. According to Surfline.com's Sean Collins,
"The weather in October is typically warm with light
Santa Ana wind conditions a distinct possibility. We
also receive a combination of swells from the South and
Northwest in October, which create clean and
"peaky" waves at Huntington. This could create a
scenario of epic conditions for the girls."
Hello Kitty Boardfest at Huntington Beach follows on the
heels of the inaugural Hello Kitty-backed extravaganza,
August 28 ' 29 at El Porto Beach (42nd Street, Manhattan
Beach), won by Floridian Karina Patroni. A major hit
with family members, friends and general beach-goers at
El Porto ' to be expanded at Huntington ' was a variety
of games and activities such as a rock climbing wall,
moon bounce house, surf obstacle course, mechanical
surfboard, sand castle building and hula-hoop contests
open to the public, free-of-charge.
Helping bridge the gap between the top pros and
America's next generation of competitive surfers, Holly
Beck headlines daily surf clinics and is among the top
women playing hands-on roles, educating and instructing
surfer girls on how to take their surfing skills to the
next level. HB Wahine Surf School is lending its
knowledge and talented staff. Each paid clinic
participant receives an incredible Hello Kitty goody
bag, souvenir T-shirt, lunch and refreshments.
Each 'Hello Kitty Boardfest' clinic will culminate with
participants competing in an actual team event featuring
the same judges, announcers and contest staff utilized
in the pro event. In addition to Holly, Prue Jeffries
(AUS), Siri Coto (Calif.) and Mary Osborne are expected
to coach and compete. Participation in the surf clinic
requires an entry fee and spaces will be limited
(details available at www.boardfest.com).
'Sanrio (Hello Kitty parent company) wants to show our
support for the girls and women who have made Hello
Kitty the pop icon she is today,' says marketing
director Bill Hensley. 'Boardfest, with its
just-for-girls surf clinic and women's pro contests, is
a great way to do just that.'
For consumer or entry information on 'Hello Kitty
Boardfest', visit www.boardfest.com or
www.hellokitty.com, or call (714) 375-1132. For media
information, contact Mike Kingsbury or Cherie Whyte, MKM,
at (714) 375-2188 (not for publication).
FOR IMMEDIATE RELEASE
HELLO KITTY SUPPORTS THE U.S. FUND FOR UNICEF TO HELP
GET MORE GIRLS IN SCHOOL WORLDWIDE
International Icon Named As 'UNICEF Special Friend of
NEW YORK, May 5, 2004 ' The U.S. Fund for UNICEF today
proudly launched a partnership with Sanrio and its
widely popular Hello Kitty' brand, which has been
bringing smiles to the faces of girls for 30 years.
Hello Kitty's 30th Anniversary Celebration, which is
being launched on June 8 at Rockefeller Center, will
benefit UNICEF's education programs.
In celebration of its 30-year anniversary, Hello Kitty
is donating a minimum of $150,000 to the U.S. Fund for
UNICEF for girls' education programs and is embarking on
an advocacy program to educate fans about gender based
discrimination in developing world schooling. Globally,
there are some 10 million more girls out of school than
"Education is vital to ensuring a better quality of life
for all children and a better world for all people,"
said Charles J. Lyons, president of the U.S. Fund for
UNICEF. "We are grateful that Hello Kitty is taking this
message to its many fans and encouraging them to support
UNICEF. I have no doubt that with partners like Hello
Kitty all children someday soon will receive a basic
education regardless of their gender."
This is the third time Hello Kitty and UNICEF have
joined forces. UNICEF first partnered with Hello Kitty
in 1984 and again in 1994. In recognition of Hello
Kitty's work on behalf of the world's children, she has
been bestowed with the exclusive title, 'UNICEF Special
Friend of Children.'
'Sanrio is proud to again be partnering with UNICEF,'
said Bruce Giuliano, Sanrio's Vice President of
Licensing. 'Girls are very important to the Hello Kitty
brand, and an education is vitally important to every
girl. We are very impressed with UNICEF's girls'
Hello Kitty will encourage fans to help UNICEF end
gender disparity in education by purchasing special
Hello Kitty 30th Anniversary products, from which a
portion of the proceeds will be donated to UNICEF.
Information on other ways Hello Kitty fans can do their
part to support UNICEF is available at sanrio.com. The
website will also have information on where to find the
special 30th Anniversary products as they become
On display at the June 8 event will be a UNICEF
School-in-a-Box, a metal box complete with all the tools
a teacher would need to set-up a school in an emergency
situation. The School-in-a-Box was instrumental in
getting girls back into school after the fall of the
Taliban in Afghanistan. The School-in-a-Box will tour
the United States with Hello Kitty to educate children
and adults about the issue of girls' education. Other
year long activities to raise money and awareness around
the issue include a special auction of one-of-a-kind
Hello Kitty items created by celebrity designers
including Betsy Johnson, Judith Leiber, Isaac Mizrahi,
Cynthia Rowley, Kimora Lee and Max Azria. The auction
will take place at the Hello Kitty 30th Anniversary Gala
to be held in late October in Los Angeles sponsored by
Sanrio and Target.
About Girls' Education
Eighty-three percent of all girls out of school in the
world live in sub-Saharan Africa, South Asia, and East
Asia and the Pacific.
Being deprived of an education is catastrophic for all
children, but for girls the fall-out is particularly
severe and difficult to reverse. Girls denied an
education are more vulnerable to hunger, violence,
abuse, exploitation and trafficking. They are more
likely to die in childbirth and are at greater risk of
In addition to being disproportionately denied a primary
education, girls are also more likely than boys to fail
to complete secondary education because of early
marriage and early pregnancy. The obligation to care for
older relatives as well as younger siblings often means
a girl is taken out of school before she has completed
UNICEF believes that by ensuring that all girls get a
basic education is a vital step toward reducing poverty,
hunger and child mortality and stemming the spread of
HIV/AIDS and other preventable diseases. Because girls
generally face higher obstacles to education, removing
those obstacles is the best way to ensure that
enrollment increases for both boys and girls.
Specific measures to boost girls' enrollment include the
prohibition of school fees of all kinds, the integration
of education policies into national plans for poverty
reduction, the inclusion of girls' education as an
essential component of development efforts and increased
international funding for education.
Founded in 1946, UNICEF helps save, protect and improve
the lives of children around the world through
immunization, education, health care, nutrition, clean
water and sanitation. UNICEF is non-partisan and its
cooperation is free of discrimination. In everything it
does, the most disadvantaged children and the countries
in greatest need have priority. For more information,
please visit www.unicefusa.org or call 1-800-4UNICEF.
ABOUT HELLO KITTY
This year, SANRIO celebrates 30 years of fun &
friendship with its flagship character-brand, Hello
Kitty. With fans around the world, Hello Kitty will mark
the year with lively events, special products, contests
and lots of fun. SANRIO develops, distributes and
licenses a unique collection of over 12,000 gift,
stationery and fashion accessory items for women of all
ages. SANRIO was founded in 1960 based on the concept
that a small gift can bring a big smile to a child of
any age. Today there are over 300 SANRIO boutiques
throughout the Western Hemisphere with 120 in the United
States. In addition, SANRIO character products are sold
in over 10,000 U.S. locations including department,
specialty stores and national chain stores. For more
information, please visit sanrio.com.