A bizarre but strangely addictive read. -- Gulf Business, 17th March 2004
"...a great read with real insight into how clever marketing can find success in highly competitive markets." -- Marketing Business, March 2004
"...tells what must be one of the oddest branding success stories ever..." -- Financial Times, 29 January 2004
“If, like me, you supposed that Hello Kitty was only to be found on pencil cases and stickers…this book will make you think again.” (City to Cities
, April/May 2004)
"...tells what must be one of the oddest branding success stories ever..." (Financial Times, 29 January 2004)
"...this book tells the fascinating story of this cute character [Hello Kitty] that has generated close to $1 billion in sales..." (The Chronicle (Reading), 8 January 2004)
"...a great read with real insight into how clever marketing can find success in highly competitive markets." (Marketing Business, March 2004)
“A bizarre but strangely addictive read.” (Gulf Business, 17th March 2004)
From the Inside Flap
Hello Kitty is Japan's brilliant answer to Disney's Mickey Mouse phenomenon in the U.S. This book explains how Sanrio, the company behind Hello Kitty, turned a cute cartoon cat into a multi-billion dollar global commodity. Hello Kitty merchandise helped Sanrio generate nearly $1 billion in revenue in 2002 partly through licensing agreements with more than 500 companies in Japan and hundreds more overseas. The distinct face of Hello Kitty is now plastered on 22,000 different products and sold in about 40 countries.
Sanrio's biggest success is its ability to create products that appeal not only to children, but women in their 20s and 30s around the world. That's why Kitty adorns not only bedspreads, backpacks and notebooks, but mobile phones, toasters and even cars. The book shows why Hello Kitty products are one of Japan's hottest exports and how Sanrio successfully globalized its “golden egg.”
In telling that story, this book shows how one company bucked the odds and turned a cute cat cartoon character into a ferocious business plan. Readers will learn about how and why the Hello Kitty brand clicked with kids and adults alike and how it continues to compete internationally with the likes of Disney and Warner Brothers.