This Week in New York Insider's Guide to Arts & Culture in New York City Since 2001



The Sanrio mobile pop-up truck pulls into Herald Square on Thursday and Friday, but you better get there before they sell out of all their cute stuff

Herald Square, 36th St. & Broadway
Thursday, December 9, 12 noon – 8:00 pm
Friday, December 10, 11:00 am – 7:00 pm

Back in 1960, the Yamanashi Silk Center was founded by Shintaro Tsuji, who changed its name thirteen years later to the more familiar Sanrio. The makers of such internationally beloved branded kawai characters as Hello Kitty, Strawberry, and My Melody have been celebrating their fiftieth anniversary this year by sending a mobile pop-up truck across the country, beginning in San Francisco on October 23 and pulling into Herald Square on Thursday and Friday (too late for Hanukkah!), offering limited-edition collectibles organized into a menu divided into Special Starters, Main Dishes, Happy Hour, Sweets, Sides, and Snacks. The items on sale — games, T-shirts, stickers, calendars, plush toys, keychains, a fisheye camera, a flash drive, and other ridiculously cute accessories — promote the company’s “Small gift, big smile” philosophy. (Oh, and be sure to save some Chococat stuff for us.)

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