How Hello Kitty harnessed the power of cute to build a multi-billion dollar brand

The Drum's series looking into the weird and wonderful origins of some of the world’s best-known brands brings a deep dive into the colourful history of Hello Kitty, exploring how the button-eyed totemic character went on to become one of the most recognisable brands on the planet alongside McDonald’s and Coca-Cola.

Hello Kitty's multibillion-dollar success story

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How Hello Kitty harnessed the power of cute to build a multi-billion dollar brand