'Kitty-lers,' a new breed of grown-ups devoted to the character, became a national phenomenon. Designer Yamaguchi created a baby Kitty in 1999 at the request of young mothers. Sanrio Puroland, a theme park targeting families, opened in the Tokyo suburbs. Some of her original fans started having children, a potential second generation of fans. Hello Kitty decorated the popular items of the day, including pagers and hand-held game machines. Kitty’s third and current designer Yuko Yamaguchi took the bold step of removing the black outline around the character. A black-and-white Hello Kitty reflected a monotone boom led by Japanese fashion brand Comme des Garcons. Her outfits and background shifted from bold red, blue and yellow to hues of pink and blue. Hello Kitty began shaking off her purely childish image and attracting adults. She posed piloting an airplane in 1978 for the opening of Tokyo’s Narita International Airport, symbolizing her dream of going global. Hello Kitty made her overseas debut in the United States in 1976 before heading to Europe and the rest of Asia. Her stationery became a staple gift for schoolgirls.

Made up of just a few simple strokes - two dots for eyes, a tiny circle for a nose and no mouth - Hello Kitty was largely for little girls at the start. 'She is always the same but always different.' 70s

'That makes things very fresh, very new,' she said in a telephone interview from Boston. Yano said the philosophy of not resting is part of the character’s success. Her basic appearance hasn’t changed much, but just about everything else constantly is. Sanrio strives to keep Hello Kitty ahead of the curve, factoring in social and fashion trends and collaborating with other popular characters and fashion brands. The birthday date was chosen because it is the birthday of her original designer, Yuko Shimizu.

1 - no year is given - in the London suburbs. Hello Kitty’s company, Sanrio Co., which specializes in designing and making a wide range of products in the booming 'cute' business, created her as a character 40 years ago.Īccording to Sanrio, her real name is Kitty White, born Nov. Innovative design and clever marketing also helped expand her fan base around the world, said Christine Yano, anthropologist and author of 'Pink Globalization: Hello Kitty’s Trek Across the Pacific.' 'Kitty follows the basics, yet she has a strong personality.' 'Characters must have certain qualities, like an oversized round face, short limbs and plump body,' said economist Takuro Morinaga, an expert on popular culture. Only a handful of characters last so long, especially in Japan, where thousands come and go in a highly competitive market. On Saturday, fans around the world celebrate the 40th anniversary of this global icon of 'cute-cool.' That is, Hello Kitty. TOKYO » When she came to life in 1974, she was a kitty without a name, sitting sideways in blue overalls and a big red bow, on a coin purse for Japanese girls.

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