Could anyone anticipate the incredible success of Hello Kitty at her creation nearly 40 years ago? Nowadays everyone knows the sweet cat-girl with the distinctive bow. Her fame is proven by nearly 13 million Facebook likes. A Google search of “Hello Kitty” returns 252 million hits. The commercial success is also measurable by the approximately 3.000 licensees worldwide. She is the example of Japanese Kawaii-culture.
Hello Kitty was born on November 1st in a suburb of London as “Kitty White”. It is said she’s got a heart of gold and weighs about three apples. She can bake delicious cookies and loves homemade apple cake. Hello Kitty still lives with her Parents Mary and George and her twin sister Mimmy in London. Meanwhile however, she is truly at home all around the globe. Her credo is not without reason: “You can never have too many friends!”
Since her creation Hello Kitty has become the undisputed fashion and design brand. With more than 50.000 products in 60 countries Hello Kitty is today a billion dollar enterprise. With a product range encompassing Swarovski adorned bags, Agip Engine lubricant, a Hello Kitty Salad and rompers for the little ones, Hello Kitty is something for everyone!
Even celebrities like Paris Hilton, Mariah Carey, Jessica Alba and child-stars like Suri Cruise are unable to resist Hello Kitty’s charm. And yet the strategy of Sanrio has a rather simple motto: “Small Gift, big Smile.” Of course, a small gift can be inexpensive, but it can also be worth a fortune. Equally broad is Hello Kitty’s target group.
A large part of Hello Kitty’s continued success is due to the licensor’s brand strategy. Besides the many versatile Style Guides Sanrio issues twice annually up to 12 new supplements covering current trends, keeping the brand fresh, allowing a new interpretation of the property.
These famous characters complete the Sanrio licensing portfolio:
Chococat is drawn as a black cat with huge black eyes, four whiskers, and no mouth. His name comes from his chocolate colored nose. He has fun playing around his house with his friends Cookie-bau the dog, Nutz the hamster, Jellybean the bunner and the Duckies. Chococat was first released in 1996 and his birthday is on May 10th.
Keroppi was born on July 10th. He lives with his brother Koroppi, his sister Pikki and his parents in a big house on the edge of Donut Pond. He loves playing baseball and boomerangs, and is a fantastic swimmer and singer. His bubbly personality makes him popular around Donut Pond.
Charmmy Kitty is a white Persian cat that Papa gave Hello Kitty as a gift. She is well-mannered, quiet and listens to everything Hello Kitty says. She loves bright and sparkly objects. Charmmy Kitty wears a lace-lined ribbon on her left ear and a necklace which holds the key to Hello Kitty‘s jewelry box.
As his April 1st birtday would suggest, Badtz Maru is one mischievous little penguin. He lives with his parents in Gorgeoustown and has a pet alligator, Pochi. Badtz Maru has dreams of greatness when he grows up, but for now he rolls his eyes at his humorous life in Gorgeoustown.
My Melody was born in the forest of Mari Land on January 18th, where she lives with her family. Her favorite hobby is baking cookies with her mom. She is a bright and good-natured girl. My Melody arrived together with Hello Kitty on the European market as Sanrio‘s first property. She is the main protagonist of the anime series „My Melody, Please.“
Kuromi is My Melody‘s friendly rival. She is a tomboy who loves making mischief and causing trouble. Although she looks tough she is actually very girly and has a soft spot for cute guys! Born on October 31st Kuromi enjoys writing in her diary and is hooked on romantic short stories.
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