JD.com is teaming up with Sanrio to bring the beloved and popular character Hello Kitty to over 300 million consumers in China for the holidays.

Beginning December 22, China’s largest retailer will launch a special sales promotion for Hello Kitty-themed merchandise from a wide range of brands on JD.com, in categories including electronics, FMCG, food, and more. JD will also release limited edition gift boxes featuring JOY and Hello Kitty dressed in holiday-themed clothing available for purchase on the e-commerce giant’s platform.

In the spirit of Boundaryless Retail – the idea of enabling consumers to buy whatever they want, whenever and wherever they want it – JD is bringing the celebration offline with an interactive photobooth in Beijing’s popular Wangfujing APM shopping mall. Customers in the mall can take photos of themselves with JOY and Hello Kitty. In addition, they can scan a QR code on display next to the photobooth to be directed to JD’s online promotion.

“We are delighted to be able to leverage our platform’s extensive offerings to bring Hello Kitty closer to over 300 million consumers across China this holiday season,” said Jipeng Men, Head of Marketing at JD.com.

“As we advance our Boundaryless Retail vision, we look forward to bringing other beloved characters to our customers, providing a truly interactive and engaging shopping experience, no matter where they choose to shop.”

JD’s Hello Kitty holiday promotion is the latest in a series of promotions JD has launched featuring popular characters from movies, apps, and more. Earlier this year, the company launched a similar partnership with LINE FRIENDS.  JD also joined forces with Warner Bros.’ Justice League, late last year, to mark the film’s launch in China. As China’s largest retailer, JD is well-positioned to provide an integrated strategy for brands to reach consumers across a range of different channels.

This time, to mark the promotion, JD has released the following video of JOY and Hello Kitty wishing everyone a happy holiday: