Hello Kitty Faces Mid-Life Crisis at 40

Sanrio's business model, which focuses on licensing Hello Kitty's image rather than manufacturing products, has been highly successful, generating significant revenue. However, Hello Kitty faces challenges, including being Japan's third highest-grossing cartoon character and identity revelations. Sanrio plans to shift its strategy from low-cost licensing to more expensive marketing and retailing, despite recent setbacks.

What is the primary business strategy of Sanrio regarding Hello Kitty?

• Manufacturing Hello Kitty products

• Licensing Hello Kitty's image

• Selling Hello Kitty merchandise directly

• Franchising Hello Kitty stores

In what year did Hello Kitty first appear on a product?

• 1990

• 1974

• 1980

• 1965

According to recent revelations, what is Hello Kitty not?

• A cat

• A popular icon

• A cartoon character

• A licensed brand

Which character ranks higher than Hello Kitty in Japan's grossing list?

• Pikachu

• Doraemon

• Mickey Mouse

• SpongeBob SquarePants

What strategic change did Sanrio announce recently?

• Increasing product manufacturing

• Expanding into more expensive marketing and retailing

• Reducing licensing fees

• Focusing solely on digital media