Abstract: Since “Hello Kitty” was manufactured in the market in
1974, the manufacturer, Sanrio Co., Ltd. gains high profits not only
Kitty’s products but also Kitty license, which gives us a picture of
Sanrio’s sales strategy in the global market. Kitty’s history, its
products, and Sanrio’s sales strategy are researched in this paper.
Comparing it to American Girl, and focusing on KITTYLAB, a type of
attraction where you can enjoy games with Kitty, and choose its parts
to build your own Kitty, the image of the cultural icon can be altered.