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Sanrio is the sixth largest licensor in the world, behind companies like Disney and Mattel.
Hello Kitty has more than 50,000 items and 15,000 stores in different countries of the world.
When we talk about kawaii, Hello Kitty comes to mind, pastel colors and all kinds of adorable characters with big eyes, of course created in Japan. In fact, many consider that this country has focused on making advertising something kawaii and thereby promoting hundreds of local brands. Many girls even prefer Hello Kitty to Madonna, or a My Melody-printed backpack to a Prada bag, especially because the kawaii today has not stopped being a trend.
This culture is no longer part of the marketing, especially since more and more people around the world are joining this trend, adopting ways of dressing or behaving. That is why McDonald’s has decided to bet on this culturewhen presenting their products with Sumikko Gurashi characters.
Created by Yuri Yokomizo, hand in hand with the Japanese company San-X, it arrives at McDonald’s shirokumaa polar bear who dislikes the cold; Penguinwho is not sure if he is a penguin; Tonkatsua piece of pork chop; Nekoa shy cat; Tokage, a dinosaur that pretends to be a lizard, among others. But these famous characters have endless products among which are stuffed animals, stationery, toys and clothing. Even, they have their own video game and movies.
sumikko gurashi mcdonald’s 🎀 pic.twitter.com/rNHEEqmtp8
— softness daily ✨ (@SoftnessDaily) July 2, 2023
Although this It is not the first time that McDonald’s has opted for this culturemonths before he took out his special edition of My Melody. Unfortunately, we still cannot enjoy a kawaii hamburger, since at the moment they are only available in Asia.
my melody mcdonald’s 💫 pic.twitter.com/OLUUt98nsV
— sanrio daily ✨ (@sanriodaily) July 3, 2023
This is how this fast food brand bets on different targets, especially if it is about young generations. My Melody is a character from the Sanrio family, a company founded by the Japanese Shintaro Tsuji.
Sanrio has created more than 400 characters like Keroppi, the Little Twin Stars, Chococat, Gudetama, among others, all under the philosophy “small gift, big smile”. In fact, Mexico is one of the most important markets for Sanrio, especially because it has a alliance with more than 30 companies that sell clothes, footwear, and an endless number of products of these characters.