Agip, the Italian gasoline retailer whose full name is Azienda Generale Italiana Petroli (General Italian Oil Company), is collaborating with Sanrio Co. and importer Showa Boeki to make and sell Hello Kitty-branded motor oil. The Hello Kitty version of the oil comes in a can featuring the popular cat character's face and comes with a premium sticker and card. Because the oil is only intended for use in standard automobiles, it only comes in a 3-liter (about 3-quart) can. The suggested retail price is expected to be around 2,980 yen (about US$35.00), and the motor oil is targeted at "families and women."

The motor oil is a standard 5W-30 synthetic that is GF-4 compliant and is certified by the American Petroleum Institute for automobile and light truck use.

The Hello Kitty character is famous for being attached to all manner of products. Last year, a Yoshiki-branded Hello Kitty named "Yoshikitty" was announced. In 2007 the BBC reported that police officers who had committed small infractions in Thailand could be made to wear a Hello Kitty armband as punishment.