Hello Kitty: The Remarkable Story of Sanrio and the Billion Dollar Feline Phenomenon

Now in paperback the inside story of the cartoon kitty that became a multibillion-dollar global enterprise The only business book to offer an in-depth exploration of the Hello Kitty phenomenon Hello Kitty tells the amazing story of how the Japanese company Sanrio bucked the odds and transformed a bulbous all-but-featureless cartoon critter into a multibillion-dollar global business powerhouse. Readers will learn how and why the Hello Kitty brand clicked with children and adults across cultures and how it continues to successfully compete internationally with Disney and Warner Brothers. This book is packed with valuable lessons about the awesome power of branding marketing and licensing to capture the hearts and minds of consumers. Ken Belson (Tokyo Japan) covers Japanese business economics and government policy for the New York Times. His work has also appeared in BusinessWeek Fortune Bloomberg News the International Herald Tribune and Barrons among others. Brian Bremner (Tokyo Japan) currently serves as Asia Economics Editor for BusinessWeek and writes a weekly column called "Eye on Japan" for BusinessWeek Online.