Some would say I’m a bit of a tom-boy, but when it comes to Hello Kitty, I’m all girl. If, somehow, you’ve missed the ubiquitous feline adorning girls and women alike, let me tell you a bit about her; if you came here trying to figure out if she’s actually diabolical, I’ll get to that. Hello Kitty is the star in the line-up of successful characters created by Japan’s Sanrio Company, Ltd. (Sanrio, Inc., is its U.S. subsidiary). Now at the ripe age of 40, she is more popular than ever and is one of the most successful brands in the history of marketing. She is so popular that Sanrio–without advertising–brings in $7 billion a year from her character alone.
Sanrio’s perspective is to spread happiness, love, and friendship. Their success in selling seemingly innumerable products, running popular theme parks, and even having Hello Kitty painted on airplanes (EVA Airways), shows that people desire to connect with those values.2