Celebrating 50 Years of Hello Kitty: Marketing Strategies and Global Collaborations

On the character's 50th birthday, we hear from the boss of the Japanese company which created her.

Sanrio CEO Tomokuni Tsuji took over from his grandfather who founded the company in Japan.

The company struggled to be profitable for years - we find out how under the leadership of Tomokuni Tsuji, the brand has grown to a trillion yen company, and speak about some of the challenges around counterfeits.

Produced and presented by Mariko Oi

(Image: A woman poses with Hello Kitty plushies at the exhibition CUTE in London, United Kingdom on January 24, 2024. Credit: Getty Images)