Hello Kitty returns with F1 Academy merchandise for Las Vegas

Sanrio is bringing back its Hello Kitty and Friends partnership with F1 Academy for the all-female series' season finale on the Las Vegas Strip, running from 19 to 21 November alongside the Formula 1 Las Vegas Grand Prix. The partnership first launched at last year's Las Vegas round as the championship's first merchandise collection.

This year's range focuses on racing-inspired streetwear. The headline item is a pink, black and ivory motorsport-style leather jacket, available only at the Hello Kitty Grand Cafe at Park MGM. Other items include three Las Vegas-themed T-shirts, plush keychains and a 12-inch soft toy of Hello Kitty in an F1 Academy race suit and helmet. The range can be bought online through Sanrio and F1's official store, at the F1 Las Vegas Hub at The Venetian, and in parts at several Strip resorts.

Sanrio is also running a Fan Zone in the F1 Academy paddock for ticket holders, with a pitstop Hello Kitty Cafe, a craft area and a photo booth. Sanrio chief brand officer Jill Koch said the collaboration celebrates individuality, friendship and the confidence to pursue dreams.