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)
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.
From the Back Cover
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.
About the Author
Ken Belson writes about Japanese business, economics and government policy for the New York Times in Tokyo.
Prior to joining The Times, he wrote about technology and finance for Business Week magazine, covering the spread of the Internet through Asia. He was editor in charge of programming at Reuters Financial Television, where he wrote and edited scripts and led a team of 35. From 1996 to 1998, he covered the Japanese economy for Bloomberg News.
Mr. Belson's work has also appeared in Fortune, the International Herald Tribune, and Barron's, among others. He also speaks frequently on The World, a syndicated radio program produced by WGBH in Boston.
Mr. Belson earned an M.S. with honors from the Graduate School of Journalism at Columbia University, which he attended on a Japan-U.S. Friendship Commission Fellowship. He won the Pulitzer Traveling Fellowship for finishing at the top of his class. He also holds a teaching certificate from Portland State University and a B.A. in history from Reed College, also in Portland, Oregon.
He lives with his wife, Harumi, in Tokyo. Brian Bremner currently serves as Asia Economics Editor for Business Week Magazine based in Tokyo. He is a three-time winner of awards from the New York-based Overseas Press Club for his coverage of child labor in Thailand in 1994, Asia?s 1997 currently crisis and for his analysis of Japan?s economic turmoil in 1998. He has also provided commentary as a guest commentator based in Tokyo for National Public Radio. In addition, he writes a weekly column called "Eye on Japan" for Business Week Online.
Mr. Bremner received a journalism degree from Marquette University and an advance degree in international studies from Miami University of Ohio. He is currently working on a second Master?s degree focused on the Japanese language and society with the University of Sheffield?s School of East Asian Studies. He lives in Setagaya-ku with his wife, Yuki, and two daughters, Marie and Elena.
