The evolution of character licensing, through the success stories of Hello Kitty and Mr. Men Little Miss
If we think of a Japanese character par excellence, Hello Kitty, the POP icon of Sanrio, famous all over the world for more than 45 years, immediately comes to mind. The business of the Japanese multinational is based on "social communication", to foster communication, while remaining faithful to the original motto "small gift, big smile".
Sanrio offers a wide and varied portfolio, able to win generations of fans, different in age and socio-cultural background, but united by the sharing of universal values such as kindness, friendship, inclusion and the enhancement of diversity. From the classics My Melody, Bad Badtz Maru and Kerokeroppi, to the new and irreverent Gudetama and Aggretsuko, up to the British icons Mr. Men Little Miss.