'Hello Kitty': A Japanese Superbrand |
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What made Hello Kitty click?
For instance, it was considered normal for grown women in Japan to be seen with mobile phone cases that were adorned with cartoon characters, or for banks to print check books with pictures of cartoons. The postal department issued stamps featuring popular cartoon characters, and it was said that even the local police departments in Japan had cute-looking mascots. Is Hello Kitty losing her charm?
Even though Hello Kitty was still among the top-selling brands in Japan as of early 2006, the avenues for future growth seemed limited. The increasing popularity of Winnie the Pooh among female consumers prompted analysts to say that Hello Kitty's cachet was at risk in Japan. Exhibit
Exhibit I: Hello Kitty Diamond Jewelry Collection by Kimora Lee Simmons |
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