The Hello Kitty Appeal

I doubt anyone doesn't know who Hello Kitty is. Everyone knows her; if not for her irresistible charm, then for her gag-inducing cuteness.

But why is her appeal so universal? Why is it Hello Kitty that may be the only thing in common between a girl in third grade and a woman well into her thirties? What is the secret to the success of the big-headed, bow-sporting, mouthless white cat?

The lack of a mouth is one of her most defining characteristics, and Sanrio’s best marketing strategy. According to Ken Belson and Brian Bremner, co-authors of Hello Kitty: The Remarkable Story of Sanrio and the Billion Dollar Feline Phenomenon, “The cat has no mouth, and this represents a major source of emotional association for buyers, as they can project many different feelings onto the little cat.” [source: http://answers.google.com/answers/threadview/id/281259.html] The original designer, Ikuko Shimizu, had created her so because she “speaks from the heart,” [source: http://sites.google.com/site/hellokittyoh8/howdidhellokittygettobethehellokittywekn] but whether accidental or intentional, omitting a mouth from the design has definitely made a significant contribution to the now multi-billion market of Hello Kitty.

Her simple face is easily recognizable, and adaptable for different lines of products. What started off as mostly stationery, school supplies, and accessories targeted at pre-teen girls has expanded to include every product imaginable aimed at females of all ages, with expensive jewelry and a makeup line reigning in the celebrities and adolescents.

Celebrating her thirty-fifth birthday this year, Hello Kitty is only gaining more popularity. A universally-appealing phenomenon is hard to come by; one that has lasted for over three decades and shows no signs of stopping? That’s Hello Kitty.