Hello Kitty is Japan's brilliant answer to Disney's Mickey Mouse phenomenon in the U.S. 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 nearly $1 billion in revenue in 2002 partly 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 about 40 countries. Sanrio's biggest success is its ability to create products that appeal not only to children, but 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...

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