Hello Kitty Around the Wold POP up Report

Last December 27th  I  was at the Hello Kitty Around the world pop up tour in Bellevue Washington.  The pop-up more like  Hell Kitty  events held  in  Singapore and Taiwan but  with little interactive  pieces and not like museum type exhibit as was the Hello Kitty  Super cute  museum exhibit four years earlier to the date. still it was something to do.

News Time

Well it had been a while before I had some Hello Kitty news.

First, up, it is not just Tiger Woods that had a comeback in 2019; Hello Kitty takes the top spot in Sanrio 34th Annual Sanrio Character Rankings. She beats out Cinnamonroll, who was last year’s winner.

Every year Sanrio polls it fans using the top 100 Sanrio characters.  For the last few year s, Hello Kitty languished in the top 10, never making in the top three.  I wonder Hello Kitty’s win has to do with becoming a popular virtual Youtuber.  I dare say the Annual Sanrio Character Ranking is a barometer of Sanrio’s character Campaign, noting Yoshikitty taking third place last year coinciding with the band X Japan revival.

The second piece of news is Mattel obtaining license to manufacture toys games and others items base on Sanrio’s portfolio of characters. This will start in 2020, just in time for the Hello Kitty Movie and possible TV show.  This good thing; I hope this will bring a higher quality to Sanrio’s toy and game offerings.

Toys R Us Closing Another Sanrio Mistake?

It been reported the Toys R Us are shutting down all their stores, even though and investor as trying to buy up the stores.  The short answer what went wrong is  in a down trending  market, Toys R Us decided to go private and  over leveraged  its self with debt  used  in the  buyback  The problem with leveraged buy outs is they do not work. Toys R Us soon found itself unable to service it debt and eventually went bankrupt.

One may ask what does this have to do with Sanrio and Hello Kitty.  Toy R US has to do with Sanrio grand plan to rely big box stores, post closing all of their retail stores. The plan worked for a while, big box retail stores like Target, Best buy had carried Hello Kitty items, that is until the retails stores dropped Sanrio and gave the shelf space to the next big thing.  That left Toys R Us as the only reliable seller of Hello Kitty, even though   I felt it was a lower quality that what Sanrio stores carried.  Now with the sinking of Toys R Us where that leaves Sanrio in the United States? Perhaps Sanrio can admit they made a huge mistake.