How Hello Kitty harnessed the power of cute to build a multi-billion dollar brand

The Drum's series looking into the weird and wonderful origins of some of the world’s best-known brands brings a deep dive into the colourful history of Hello Kitty, exploring how the button-eyed totemic character went on to become one of the most recognisable brands on the planet alongside McDonald’s and Coca-Cola.

Enduring Brands: A Case Study of Hello Kitty - Hortenzia

Toy World Magazine May 2023 by TOYWORLD MAGAZINE - Issuu

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The Science of Cute Marketing

Licensing Magazine Sep 2022 ENG by BM srl - Issuu

The Marketing Genius of Hello Kitty, by Michelle Richardson

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Sanrio's Evolution of Hello Kitty Through Content Marketing - IMS

TFE/TFE Licensing, June 2023 by aNb Media - Issuu