CARTOON CHARACTERS

At age 50, Hello Kitty still charms kids and adults around the world

By our African Marketing Confederation News Team | 2024

Character created by Japanese illustrator Yuko Shimizu continues to be a hardworking and lucrative franchise for its brand owner.

Hello Kitty, the Japanese fictional character beloved by children (and many who are a little bit older), recently celebrated her 50th birthday but shows no sign of slowing down or heading for early retirement.

Photo: Halokattiez via Wikipedia

Indeed, the character created by illustrator Yuko Shimizu half a century ago continues to be a hardworking and lucrative franchise for its brand owner, Tokyo-based entertainment company Sanrio.

According to The Economist, the weekly current affairs and business publication, Hello Kitty generates almost US$4-billion in annual sales and has earned around $80-billion over her lifetime.

“At 50, the character continues to be loved by many, adorning lines of merchandise from clothing to stationery and makeup, as well as appearing in animated series and films, comics, video games and books,” reports The Guardian newspaper.

“The catlike character became popular in the 1970s and has remained a global phenomenon ever since, popular with adults, children and celebrities alike.”

More popular than Disney and Star Wars

Hello Kitty is said to be the second-highest grossing media franchise in the world behind Pokémon – putting her and ahead of the likes of Mickey Mouse and Star Wars. She has even collaborated with global brands like Adidas and Balenciaga, the Spanish luxury fashion house headquartered in Paris.

“Shrewd” is how Mika Nishimura, a design professor at Tokyo’s Meisei University, describes the way Hello Kitty conquered the worlds of commerce, fashion and entertainment.

In an interview with the Associated Press news agency, Nishimura said the character is a non-threatening creation and therefore the perfect vehicle for making money.

“American feminists have said she doesn’t say anything and acquiesces to everyone. But in Japan, we also see how she may appear happy if you’re happy, and sad if you’re feeling sad,” Nishimura told AP. “It’s a product strategy that’s sheer genius. By being so adaptable, Kitty gets all those collaborative deals.”

As part of the 50th birthday celebrations, the Tokyo National Museum is hosting an exhibition dedicated to Hello Kitty. You can watch a video news report about it here.

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