A fascinating book, part branding guide and part biography. The story of the Hello Kitty phenomenon, like all good fairy tales, is one where accident and strategy, purity and the battle against dark forces all play their part. Character merchandizing is a huge and growing,but not a simple business. Understanding how their personalities evolve and stir emotions is a critical part of any serious brand-builder's armoury.

Hello Kitty is Japan's brilliant answer to Walt Disney's Mickey Mouse. 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 almost $1 billion in revenue 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 over 40 countries.

Sanrio's biggest success is its ability to create products that appeal not only to children, but also to 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 cartoon character cat 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.

Acknowledgements

Introduction

Deconstructing Hello Kitty

The God of Kawall

The Cat Comes Alive

Kitty Goes Abroad

Kitty Kulture

Defiling Hello Kitty

Branding Hello Kitty

Hello Kitty and the Ideology of Pleasure

Index