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Hello Kitty joins the fight against breast cancer

It looks as though the fight against breast cancer is getting help from another pink-loving partner - Hello Kitty online is offering players the chance to help contribute to the cause.

Starting today, players who purchase certain in-game items on the site will see 100 percent of their proceeds donated to the Massachusetts affiliate of the Susan G. Komen for the Cure Foundation.

"Our new virtual items in Hello Kitty Online are designed to encourage our community to fight back by donating to Susan G. Komen for the Cure, a trusted partner and global leader of the fight against breast cancer movement," said Robert Ferrari, vice president of publishing and business development of Sanrio Digital.

Hello Kitty Online is a multiplayer game whose target audience is mostly women, TopNews.co.uk reports. The items on the site include a virtual pink T-shirt or a pretty pink wand, both of which can be used by the player's character.

The Susan G. Komen for the Cure Foundation has raised more than $1.5 billion dollars for breast cancer research, awareness and education since its inception in 1982.
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