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Hard Rock launches characters for kids

Hard Rock International has unveiled the Hard Rock Roxtars, a band of characters serving as brand ambassadors for Hard Rock’s programs catering to children, presented at Hard Rock Hotels. The Roxtars will provide authentic, irreverent experience rich in music content, allowing the brand to connect with future and veteran rockers alike.

Inspired by Hard Rock International’s paramount differentiator – music – this band of five characters and music performers each have distinct personalities representing the individuality and freedom of artistic expression in children. Band members include Razzi, “the motherly type” who is famous for squishy hugs and keyboard skills; Sir Kingston, a British-invasion inspired rock-and-roller on lead guitar; Styler, a free-spirited and accompanying guitar player; Buddy Jr, a wild man who loves nothing more than a good drum solo; and Skiddley, the lead singer and “Mr. Cool” of the group.

Hard Rock's Roxtars
Hard Rock’s Roxtars

Children who dine at Hard Rock Cafes worldwide are greeted with their own activity book, Hard Rock Roxtars themed menus, guitar-shaped plates and Hard Rock Roxtars photo opportunities. As part of The National Restaurant Association’s Kids LiveWell program in collaboration with Healthy Dining, an online resource that helps families select healthy menu options when dining out, the Cafes worldwide will offer healthier options, ranging from Skiddley’s “Not-so-diddley” chicken breast to the “twisted ‘n tasty” cavatappi pasta.

At Hard Rock hotels, kids will receive a special Hard Rock Roxtars Activity Book at check-in and unlimited entertainment at Hard Rock Roxity Kids Club, a family-friendly, music-inspired haven, filled with music-infused learning activities customized by property.

The Roxity Kids Club is currently available at Hard Rock Hotel Ibiza and will soon be offered at additional Hard Rock Hotels worldwide.

Rock Shops at Hard Rock Cafes and Hotels worldwide will feature the exclusive Hard Rock Roxtars collection of clothes, accessories and gear, including band tees and light up drum sticks.

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