As ‘Hello Kitty’ approaches her 50th anniversary, Professor Sameer Hosany takes a look at the reasons behind her economic success

‘Hello Kitty’ is turning 50 this year. To mark the anniversary, there will be a series of birthday celebrations and commemorative events. The year will also see the opening of a new amusement park and resort, along with a live-action movie. But how has she remained relevant for so long?
To celebrate the 50th anniversary of this beloved character, Professor Sameer Hosany, Head of the Department of Marketing, examines the history and reasons behind 'Hello Kitty's' enduring success. Starting from her creation in 1974, Professor Hosany outlines how the character’s simple design, which is both easy and inexpensive to reproduce, taps into humans' innate enthusiasms, offering an enduring appeal across age groups. By discussing a series of strategic collaborations, he identifies how the expansion of ‘Hello Kitty’ product lines has also driven consumer interest and demand. Despite all this, she remains only the fifth most popular character for her parent company, Sanrio, which views diversification as the key to staying on top.

Read more about his research and the full article here.