Mash Holdings borrows Sanrio's characters to move 18 brands at once
Mash Holdings will run MASH SUMMER WEEK 2026, a five-day cross-brand event spanning 18 of its fashion and beauty labels with Sanrio characters as guides, anchored by a Seibu Shibuya pop-up from 25 July. In its second year, it is a case study in using borrowed character IP to move a whole house of brands at once.
Mash Holdings said it will hold MASH SUMMER WEEK 2026 from 1 to 5 August, a five-day event that spans 18 of the fashion and beauty brands in its portfolio. According to the company, it is the second year for the cross-brand summer campaign, and this time it hands the navigation to Sanrio: eight characters — among them Hello Kitty, My Melody, Cinnamoroll and Pompompurin — act as guides across the participating labels.