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TOKYO — At age 36, Hello Kitty may be running out of product lives.
東京——今年已經36歲的HelloKitty很可能將壽終正寢。
That is the fear of executives at the Sanrio Corporation, the Japanese company that created the cute, cartoonish white cat in 1974, and groomed her into a global marketing phenomenon worth $5 billion a year.
這正是Sanrio公司的執行官們所擔心的問題。這家日本公司于1974年創造了這個卡通貓，自面世以來，這個可愛的小白貓創造的巨額收益約合一年50億美元。
In Japan and around the world, Hello Kitty has been licensed over the years for products that include dolls, clothes, lunch boxes, stationery, kitchenware, a Macy’s parade balloon and even an Airbus owned by Taiwanese airline EVA Airways. But amid signs that Hello Kitty’s pop-culture appeal is waning, especially at home, where sales have shrunk for a decade, the company has struggled to find its next-generation version of adorable.
多年來，Hello Kitty的授權產品涉及公仔、服裝、飯盒、文具、廚具，還進入了紐約感恩節盛大游行，甚至臺灣長榮航空的一輛空客上也有HelloKitty。但是Hello Kitty的受歡迎程度已經出現了下降的跡象，特別是在日本本土，10年來銷量下降，使得公司必須著力于尋找新的流行卡通形象。
