From her first appearance on a vinyl coin purse in 1970s Japan, Sanrio’s Hello Kitty has become one of the most widely recognised and best loved characters brands in the world.
Our special Hello Kitty supplement – included as part of the jam-packed autumn issue of Licensing Source Book – celebrates her 50th anniversary in style, looking at her rise to pop culture icon status, her countless high-end and high-street fashion and lifestyle collaborations, and the celebs and influencers who adore her.
Silvia Figini, chief operating officer Sanrio EMEA, India and Oceania and Mr. Men Worldwide, gives her insights into Hello Kitty’s success in the licensing sphere and how the positive values she embodies make her a great global ambassador. We also hone in on the kawaii (‘cuteness’) phenomenon – a trend that transcends age groups and demographics – and how Hello Kitty cafés, beauty spas, theme parks and other out-of-home experiences that embrace the aesthetic continue to surprise and delight fans the world over.
To celebrate five decades of Hello Kitty, Sanrio is pulling out all the stops with a global programme of events, collaborations and exclusive releases; you’ll find our round-up of EMEA activity on page 12, while we stay true to Hello Kitty’s motto – ‘You can never have too many friends’ – by profiling some of her Sanrio stablemates, including the hugely popular Cinnamoroll and Kuromi, on page 15.
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