Hello Kitty, one of Sanrio's most beloved characters, is celebrating a major milestone. To honor her historical heritage, she is getting a big push in a country outside her native Japan.
Through FashionNetwork.com, Sanrio and India's Dream Theater company are preparing a plan to promote the Hello Kitty brand in India. This is part of a focused effort to make Kitty White even more popular among multiple generations of consumers. It also shows how famous she has become, especially for a 50-year-old cat.
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Hello Kitty's cuteness is spreading internationally with a push from India
Hello Kitty is no stranger to the Indian market, with the mascot character having been introduced there in a similar way as she has been in other countries. Now, as she celebrates her 50th anniversary, the character is getting a major push domestically, with Dream Theater chosen as the licensing agency for her and other Sanrio characters. For the most part, Hello Kitty is associated with children and young girls. However, Dream Theater is looking to expand the character's reach, as evidenced by CEO Jiggy George's comments.
“This year, the focus will be very much on the youth,” George said. We are looking forward to partnering with all the leading retailers like Reliance, Aditya Birla Group and Lifestyle to name a few, apart from directly targeting consumer brands like Souled Store etc.” Plans include launching several products with Hello Kitty branding as well as using social media to make the mascot more popular. Among the future plans are YouTube channels dedicated to the Sanrio character, with versions in Hindi, Tamil and other languages coming soon.
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Hello Kitty is one of Japan's most recognizable brands
Hello Kitty debuted in 1974 and since then she has become synonymous with Japanese “kawaii” culture. Representing everything cute and adorable, Hello Kitty and her friends appeal to both the young and the young at heart. This extends to her family and surrounding characters, including her boyfriend, Dear Daniel, her sister Mimmy, and other cute and whimsical creatures like the bunny My Melody. All these Sanrio mascots come together to celebrate Hello Kitty's big birthday, and the festival will also have plenty of party favors.
Hello Kitty clothing, accessory collections and other forms of merchandise will be released throughout 2024. Some of these are cross-brand promotions with other brands, such as Mobile Suit Gun, Yu-Gi-Oh! full of monsters. famous series and many other famous works — some of the greatest properties in their own fields. Already recognized by hundreds of millions of people globally, Hello Kitty's reach is about to get bigger in India.
Source: FashionNetwork.com, Storyboard18