Sanrio / Hello Kitty (Japan)

Sanrio has defied all sceptics by establishing the cutesy Hello Kitty brand as a perennial favourite which, incredibly enough, has now been delighting the world for more than 30 years. In fact, Hello Kitty herself is only the best-known of a cast currently numbering well over 100 different creations, including Chococat, naughty penguin Badtz Maru and the company's second most popular invention, floppy-eared puppy Cinnamoroll. Sanrio is effectively a retail operation, licensing the creation of a vast collection of products based around its characters, which it sells through its own worldwide store network. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets..

Competitors: see Toys & Games Sector index for other companies

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