Pop icon Hello Kitty is turning 40 this year, and brand owner Sanrio is marking the occasion by launching its Share a Hug with Hello Kitty global campaign in the US on January 21.

The hugathon, which originated in Japan late last year, features Hello Kitty at special events where she will give hugs to her fans. At every appearance, the hugs will be tallied and added to the Global Hug Report, which will be displayed on Sanrio’s online Hug Report. Limited-edition 40^th anniversary commemorative products can be found on Sanrio.com and at select Sanrio boutique stores. Updates will also be available on Hello Kitty’s social media platforms, where fans will be encouraged to tag and share their posts using #HelloKittyHugs.

The launch of the Share a Hug with Hello Kitty campaign in the US is the first of more special events and activities surrounding Hello Kitty’s 40^th anniversary.