Her image has become synonymous with a sort of kitschy innocence but also has plenty of creative flexibility. All the 70s and 80s kids who became adults could in turn buy her merchandise for their children, recycling her appeal with each successive generation. One of the things that makes Hello Kitty unique is her ubiquity regardless of age. The importance of canny marketing cannot be underestimated in the Hello Kitty saga. In the 90s, marketers began pushing her as a symbol of retro cool, which was key in helping embed her in the cultural subconscious. In , the Thai police came up with a novel way of punishing officers who broke the rules by making them wear pink Hello Kitty armbands. As mentioned above, she is synonymous with innocence and all the virtues of a happy childhood.
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