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In Search of Adorable, as Hello Kitty Gets Closer to Goodbye

上一篇 / 下一篇 2010-05-21 15:24:19 / 天气: 晴朗 / 心情: 高兴

In Search of Adorable, as Hello Kitty Gets Closer to GoodbyeIn Search of Adorable, as Hello Kitty Gets Closer to GoodbyeAt age 36, Hello Kitty may be running out of product #xlives.

That is the fear of executives at the Sanrio Corporation, thePearl earringsJapanese company that created the cute, cartoonish white cat in 1974, and groomed her into a global marketing phenomenon worth $5 billion a year.

In Japan and around the world, Hello Kitty has been licensed over the years for products that include dolls, clothes, lunch boxes, stationery, kitchenware, a Macy’s parade balloon and even an Airbus owned by Taiwanese airline EVA Airways. But amid signs that Hello Kitty’s pop-culture appeal is waning, especially at home,google排名, where sales have shrunk for a decade, the company has struggled to find its next-generation version of adorable.

Sanrio’s recent flops include Spottie Dottie, a pink-frocked Dalmatian, and Pandapple, a baby panda. Even the moderately successful My Melody (a rabbit) and TuxedoSam (penguin) show no signs of achieving global Kitty-ness.

“We badly need something else,” said Yuko Yamaguchi, who has been Sanrio’s top Hello Kitty designer for most of its 36 years. “Characters take a long time to develop and introduce to different markets,” Ms. Yamaguchi said. “ButPearl earringsKitty has been so popular it’s overshadowed all our other efforts.”

One of Sanrio’s latest efforts is Jewelpet, a group of 33 sparkly eyed animals each with its own look. Diamond the black kitten is ladylike and decks out in pink bows. Sapphire is cool and prefers to wear blue. Sanrio’s thinking is that with so many to choose from, one has to stick.

A Sanrio savior would arrive not a moment too soon.

In a closely watched ranking of Japan’s most popular characters, compiled each year using sales data by the Tokyo-based research firm Character Databank, Hello Kitty lost her long-held spot as Japan’s top-grossing character in 2002 and has never recovered.

In the latest survey, released this month, Kitty ranked a distant third, behind the leader, Anpanman, a character that is based on a Japanese jam-filled pastry and is produced#x by Nippon Television. The secondPearl earringsspot is still held by the venerable game and animation brand Pokémon, owned by Nintendo.相关的主题文章：

In Search of Adorable, as Hello Kitty Gets Closer to Goodbye

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