appendix 1 • Sanrio and Hello Kitty Timeline

Appendix 1

Sanrio and Hello Kitty Timeline

1960 Tsuji Shintarō establishes Yamanashi Silk Center Company. 1973 Yamanashi Silk Center Company renamed Sanrio Company Co., Ltd.

Sanrio adopts “Small gift, big smile” motto.

1974–1986 Birth to growth. 1974 Hello Kitty debuts (unnamed, sitting cat), designed by Shimizu Yūko.

Other characters debuting in the same year: Patty and Jimmy, Little Twin Stars, My Melody. 1975 The cat kyarakutā is officially named “Hello Kitty.” Ichigo Shimbun (Strawberry news) begins publication. 1976 Yonekubo Setsuko becomes Hello Kitty’s second designer. First depictions of Hello Kitty standing. Hello Kitty’s backstory created with the introduction of Papa, Mama, and twin sister, Mimmy. Sanrio arrives in United States, opens first Gift Gate Boutique in San Jose, Calif. Sanrio, Inc., in San Jose, Calif., established.

Sanrio begins licensing its characters to other companies. 1978 Sanrio begins distributing products in Europe. 1980 Yamaguchi Yūko becomes Hello Kitty’s third and long-lasting designer.

European branch office (currently, Sanrio GmbH) opened in Hamburg, West Germany, to coordinate development of the European market. 1981 First Hello Kitty movie, Kitty and Mimmy’s New Umbrella. 1982 Hello Kitty appears for the first time without a black outline. 1983 Hello Kitty named Child Ambassador of unicef in the United States.

1985 Hello Kitty targeted for first time toward the high school girl market.

1986 Hello Kitty face-only designs introduced.

1987–1997 Kitty Boom—appeal to female adults in Japan, dubbed “kitty-ra” (big fans). 1980s Monotone series, including black designs, created to appeal to adults.

1988 License contract with Nakajima USA begins for Sanrio, Inc. (United States)

Animated cartoon series Hello Kitty’s Furry Tail Theater produced and released in the United States by cbs. 1990 Puroland theme park opened. Asia targeted for distribution of Sanrio products. 1991 Harmonyland theme park opened. 1993 The tv program Daisuki! Hello Kitty (We love Hello Kitty) produced and broadcast by tv Tokyo. Hello Kitty’s bow is changed to a flower. 1994 Hello Kitty appointed official Child Ambassador for unicef in Japan. 1995 Sanrio.com website established.

1996 Hello Kitty first appears winking in an issue of Ichigo Shimbun (Strawberry news). 1997 First issue of magazine Kitty Goods Collection. Pop female idol Kahara Tomomi reveals her fandom of Hello Kitty on a popular television program, causing a surge in Hello Kitty’s popularity.

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1998–2000s Global Kitty—toward becoming a “world idol.” Hello Kitty becomes notably kuuru de kyuutu (cute/cool). Winking figure of Hello Kitty becomes more established. Hello Kitty changes from red-themed to pink-themed. Rapid expansion of possibilities for Kitty’s imaging. 1999 Dear Daniel, Hello Kitty’s boyfriend, makes his debut on a new line of products. 2002 Hello Kitty’s popularity in Japan falls to no. 2 spot in earnings on Character Databank popularity chart. 2004 Hello Kitty named unicef’s Global Special Friend of Children.

Sanrio expands its license to Nakajima USA including all categories of products for Sanrio’s stores in the United States. Charmmy Kitty, Hello Kitty’s pet kitten, introduced. Master Card (USA) offers Hello Kitty debit card. 2008 Hello Kitty appointed Japan Tourism Ambassador to Taiwan and Korea.

2010 Bank of America offers Hello Kitty checkbooks and debit card. Makittii Hawaii—a Hello Kitty–themed buffet restaurant—opens in Waikiki (Hawai’i). Sanrio celebrates fiftieth anniversary of its founding with numerous events, exhibits, and reissues of older product lines. 2011 Hello Kitty theme park in China planned to open in 2014.

Source: Periodization as given in Kitty Ex. (Sanrio 2004).

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