Sanrio, the house of the Hello Kitty brand, has established the Sanrio Foundation in an effort to help children in hospitals around the world.

The Sanrio Foundation, officially established in October and led by Roberto Lanzi, brings the Hello Kitty mascot and other Sanrio characters to hospitals, where they interact with patients and distribute small gifts, take pictures and in some cases organize birthday celebrations.

In the more underprivileged countries, Sanrio Foundation supports the hospitals themselves by donating

primary necessities. The image of Sanrio’s characters is also given free to the hospitals to decorate children’s rooms and spaces.

Sanrio Foundation will operate in different countries working with local charity organizations and so far has visited hospitals in Italy, Romania and Ukraine.