Kash Kitty

She came in the middle of the night, from the land of the rising sun and cash registers(ka-chang). She took me totally by surprise. One minute she wasn't there, (ka-chang) and the next she was (ka-chang), staring at me with those big, round, questioning eyes (ka-chang). It wasn't bad enough that she showed up at my door (ka-chang) but she didn't come alone. She brought friends. Pippo. Pochacco. Deroppi. Oh, and let's not forget Pekkle, no, not dear, sweet Pekkle (ka-chang). But what do they want? Why are they here? Please, someone tell me? Why? (ka-chang, ka-chang, ka-chang).

Since its creation 20 years ago, Hello Kitty, a Japanese animation character, has generated sales of over $150 million . A product of Sanrio corporation, the popular cat with the oversized head and small body, has been compared to the United States' favorite cartoon icon, Mickey Mouse. Like Mickey, the cat even plays host to its own theme park, Puroland, located just outside of Tokyo. Sanrio stores, where the friendly feline is sold, total 150 nationwide and base their domestic offices out of South San Francisco.

"We used to just sell the character to children 13 and under," says Randall Patterson, a vice president at Sanrio, "but in the last four or five years our customers have included college age kids."

Patterson says the older customer base is due to nostalgia. "Many of these people collected Hello Kitty items when they were little girls. I think it makes them feel good-brings them back to a time when they were a lot younger."

Rebecca Gee is one customer who fits that description. In the 10th grade at Washington High School in San Francisco, Gee has been collecting Hello Kitty since she was seven. "I have a Hello Kitty trash can, calendar, and I have a bunch of the stickers." she says, "I have Hello Kitty posters on my wall." Gee says she's attracted to the character because "she's pink and colorful." Her expansive collection might not be, had her favorite animated character been created as something other than a cat. "I don't think I would be interested in the character if it was a dog. I think a cat was the best choice. To me, a cat seems more like a girl."

Created by Japanese artist Yuko Sakiyama, Hello Kitty is the crown jewel of several animated characters in the Sanrio family. It has spawned books and videos and even a computer program for kids called the Hello Kitty Big Fun Deluxe. In 1994 the character sparked controversy when it was displayed as Christ in the Christmas window display at Barneys department store in New York. The Hello Kitty nativity scene was taken down in response to complaints from Catholics.

As she hugs her Hello Kitty "plush" tightly, 4-year-old Anna Louie is drawn to a display in the corner. Stacked four shelves high, oozing the color of bubble-gum pink, the wall offers treasures in the form of Hello Kitty nail polish, combs, and mirrors. "This is her favorite store." says her mother Jennifer Louie,"We can't walk by without her wanting to come in. Abandoning her precious "Kitty" , Anna decides to scoop up a pink vinyl suitcase. Smiling at her daughter who is dwarfed by the size of the case, Louie says,"If she could have it all, she would."

Sally Lew, a salesperson at Sanrio stores for 13 years, explains why the character has been so successful,"We get people who've never heard of Sanrio or any of the characters. They love it once they're inside and they always have lots of questions about the characters. I think Hello Kitty and this store are successful because they just make people feel good." Lew became interested in working for the company when she started buying Hello Kitty for her daughter. "When my daughter was younger, she loved the character. But older kids like her too. I think it's kind of cool thing for the older ones who like her."

As Gee toys with buying a pink flexible pen, she checks her Hello Kitty wallet for funds. "Some of my friends think it's stupid that I still collect this stuff. I know I won't do it forever, but for now-I still like it." She has enough money to afford the pen and a memo pad, and she walks off to the register, the face on her Hello Kitty backpack looking blankly at those behind her.

Tell me, Kitty, I demand, what do you want?! (ka-chang). And please, quit staring at me, QUIT STARING AT ME (ka-chang, ka-chang ka-chang).

[ Prism Online November 1995 Homepage ]

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