Hello Kitty Turns 50!

She is a pop culture icon. She inspires happiness around the world. Most importantly, she is a kind and loyal friend.

Since her debut, Hello Kitty has connected generations of people all over the world and encouraged fans of all ages to express themselves authentically. Throughout the last five decades, one thing has remained the same: Hello Kitty is an enduring global symbol of friendship and kindness.

Hello Kitty was first created in Japan in 1974, and the following year, she made her debut on a vinyl coin purse adorned with a star-etched snap closure. “She captured hearts instantly,” says Jill Koch, Senior Vice President of Marketing and Brand Management at Sanrio. “Hello Kitty then made her way around the world very authentically — one shop at a time. The licensing business started years later, and the brand grew from there.”

Other early Hello Kitty toys included small accessories like keychains and stickers. And because the brand prioritized social communication and friendship, many stationery items were also available, from letter sets and memo pads to mini pencil sets.

Retailers initially saw Hello Kitty as a niche product for young girls. Her appeal quickly transcended age groups, and members of the trade began to recognize her universal appeal. Since then, Hello Kitty has become a global phenomenon, appearing on a wide range of products and influencing a variety of industries along the way, including fashion, beauty, food, music, and design.

“Hello Kitty started out as a simple character for stationery and accessories, but she has transformed over the years into one of the world’s most recognizable characters,” says Lizzy Newsome, Toy Curator and Founder, Kappa Toys. “The source of her power is licensing. This has allowed Hello Kitty to spread faster to new countries and categories without Sanrio having to directly enter every market. It is also why it sometimes feels like Hello Kitty is everywhere!”

Kawaii, a Japanese concept that celebrates cuteness, played a pivotal role in making Hello Kitty the iconic character she is today. Paired with the Japanese tradition of gift-giving, Hello Kitty introduced American audiences to a new aesthetic, opening doors for wider appreciation of Japanese pop culture and storytelling in the U.S., and paving the way for other brands to follow.

Another component of Hello Kitty’s lasting success is her consistent design. While many children’s characters are redesigned every few years, Hello Kitty’s core design remains true to the original. This allows existing, older fans to enjoy new products with a familiar face, while simultaneously inviting new, younger fans to appreciate and explore the entire Hello Kitty history.

To celebrate the 50th anniversary, Sanrio is hosting location-based and digital experiences throughout the year, including a Supercute art exhibit in Los Angeles, new original content on the Hello Kitty and Friends YouTube channel, exclusive collaborations, limited-edition commemorative products, special appearances by Hello Kitty at major sporting events, new metaverse experiences on Roblox, celebrations in Hello Kitty Island Adventure on Apple Arcade, several upcoming Hello Kitty Cafe locations, and much more.

With the 50th anniversary product program, Sanrio made sure there is something for everyone. “Hello Kitty is a cherished character featured on many products catering to diverse customers,” says Rick Vargas, Senior Vice President of Merchandising and Marketing at BoxLunch. “With such a wide range of licensed merchandise available … fans of all ages and interests will always be able to find something with practicality while also showcasing their fandom.”

Master toy licensee Jazwares will unveil its 50th anniversary products this summer. The collection will include a variety of Hello Kitty plush, figures, and new Squishmallows x Hello Kitty styles. The majority of this line will be available at mass retail, with exclusive styles available at specialty retail, at Comic-Con International: San Diego (SDCC), and on Jazwares’ e-commerce site.

Basic Fun! is introducing several Hello Kitty toys this year, including the Hello Kitty Loves Cheer Bear Plush 2-Pack and Hello Kitty & Friends x Care Bears Fun Size Plush Assortment. This fall, the company will release Lite-Brite Super Bright: Hello Kitty Edition, Lite-Brite Mini: Hello Kitty Edition, Hello Kitty View Master, and Hello Kitty Microteenies.

“The goal was to create a robust collection of ‘newstalgic’ toys that combine the instantly recognizable characters of Hello Kitty and Friends with timeless brands, characters, and play patterns from Care Bears, Lite-Brite, and View-Master — a nod to yesterday and today for consumers of all ages,” says Lisa Doiron, Vice President Global Brand Marketing at Basic Fun!

Both existing and new licensing partners will continue rolling out 50th anniversary products throughout the year including collectibles, dolls, plush, pet toys, and more. “Aside from conveying our message around Hello Kitty’s 50th anniversary, we want to reinforce Sanrio’s commitment to delivering lifestyle products that resonate with a loyal and diverse fanbase,” Koch says. “Through strategic licensing agreements, Sanrio can ensure that Hello Kitty continues to inspire joy across cultures and remains a timeless symbol of positivity and connection.”

A version of this feature was originally published in The Toy Book’s 2024 Licensing & Entertainment Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!