How Hello Kitty Became a Global Superstar: Talking Strategy with Ray Hatoyama

A scene from the Hello Kitty Con 2014 event held in Los Angeles.

Ray Hatoyama travels the globe for his job, every year spending around 100 days in the United States, Europe, and Japan, respectively, and 60 days traveling around in other countries.

Some of the commemorative goods to mark Hello Kitty’s 40th anniversary.

Hatoyama explains how the basis for the Hello Kitty business in the United States dates back to the 1970s.

Sanrio entered an agreement with the 30 Major League Baseball teams for licensing of Hello Kitty goods. This photograph shows some of the products created in collaboration with the Los Angeles Dodgers.

Hello Kitty products run the gamut, from everyday items to luxury goods, offering something to fans of all ages.

Disney is often cited as a rival to Sanrio; however, Hatoyama thinks Sanrio can come out on top by offering consumers something different than what Disney is offering.

Some “Mr. Men & Little Miss” products alongside Hello Kitty goods.