Hello Kitty case study

Categories: Case Study

1.0 Introduction.

Hello cat is a cartoon character of a little white cat that looks kind, sweet and charming, with a button nose, two black dot-eyes, 6 whiskers and a ribbon in her hair. Hey there kitty has no mouth and this represents a significant source of psychological association for buyers and buyers can put various feelings to the little feline. Owners and their feline can be happy, sad and joyful or any other feelings that user wants to feel.

Hi Cat was to start with introduced in Japan in 1974 and is a section of Japanese pop culture and hey there kitty is a Japanese bobtail cat also called kitty white.

Presently hey there kitty is 40 years of age; hi kitty hallmark deserves over 5 billion each year worldwide.

2.0 What the appeal of Hello Kitty? What needs does it meet?

Hello Kitty appeal is success in Japan to the frequency of the Kawaii culture in the nation. The Japanese, despite their age, were understood to have a passion for ‘adorable’ objects.

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‘Kawaii’ itself suggest cute. Hello Kitty not just popular amongst kid however for adult too. They refer to as ‘kidult’, the mix of ‘kid’ and ‘adult’. It attracts user who love pink and cat.

For example, it was considered normal for grown females in Japan to be seen with smart phone cases that were adorned with animation characters, or for banks to print check books with photos of cartoons. The postal department issued stamps including popular cartoon characters. Even the Japanese federal government used Hey there Cat as tourist campaign in Hong Kong and China.

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Hello Kitty is satisfying the requirement of belonging and love. She has become a buddy and has its own social fans. Individuals will rejoice when they purchase it for their self or receive it as a gift. The appearance and cuteness make individuals delighted when they see it. It becomes collectable products and fans become delighted when they can collect all the numerous looks of Hey there Kitty.

3.0 What make Hey there Kitty distinct in its early years from other dolls, and what made non-distinctive in later years as its sales decreased?

In its early years, Hello Kitty is the most attractive because that time there no other animate that is cute and represent a girl. Hello Kitty then become viral that attract people from any ages. It not only the symbol of cuteness but also as a friend. Hello Kitty for a little girl she become a friend, for teenager special friend and trend and women also is attracted as the symbol of feminine. Hello Kitty enters all age groups and market. The ‘kawaii’ thing that make it very attractive compare to other dolls.

Even though Hello Kitty was still among the top-selling brands in Japan, the avenues for future growth seemed limited. The increased popularity of other animate like Pokemon among female consumers make the attraction of Hello Kitty’s was at risk in Japan. Sanrio may have succeeded in reviving the brand in the 1990s by repositioning Hello Kitty to make her appealing to a larger number of people. However, the company could not pull off the same trick a second time. There were several reasons for this. Hello Kitty had already been placed on a wide range of items and there were few new items left.

Furthermore, Technology changes factor may lead to it declined. Abundance electronic and gadget that is more attractive to children and teenager. All the gadget come with sound and voice that is more attractive to be watch. Hello Kitty is created without mouth, so it a bit difficult to create a television animation likes others. It seems weird if Hello Kitty has a voice because she doesn’t have mouth.

4.0How have the needs of children change over the years in term of what they look for in a doll?

Today technology change rapidly with many gadget and advanced technology in market. As a user it affects us when we can’t catch up with the changes. We may left behind from other. This changes not only effect adult but children too. When toys are now using advanced technology to express the animator creativity and to enter the market. The impact of this, children more attract to figure that are look more real. Children today not only looking for toys that are attractive but come with voice and have their own trademark. Example like Upin Ipin, the television series with in their graphic technology, latest is Frozen animation, Elsa is the popular one from the movie.

It becomes viral among children. The movies itself very interesting come with good graphic, storyline, song and products. It’s a complete package that attract children today, they memories the song. It’s completely different with Hello Kitty that has no mouth and can’t talk. Hello Kitty has the sentimental value that not everyone can understand it. Children now want something that more related to real life, real expression. The technologies today have impact on children choice.


There many competitor that come with more advanced technology that are more attractive not only for children but for adult too. Hello Kitty is now left behind even there so many promotion and contract with big company. Hello Kitty has lost it shine but not for the fans. The loyal fans are from kids from past year that are adult today. Kitty fails to attract younger kids in this 21st century. Kids may like the kitty but still can’t be the loyal fans of kitty. Hello Kitty should be able to cope with technology changes to attract young kid today. Hello Kitty must change to something that is catchier suitable with kids this 21st century.

Cite this page

Hello Kitty case study. (2016, May 27). Retrieved from https://studymoose.com/hello-kitty-case-study-essay

Hello Kitty case study

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