Hello Kitty's 30th birthday finale held in Hollywood

Asian Economic News, Nov 15, 2004

LOS ANGELES, Nov. 12 Kyodo

Hollywood celebrated the 30th anniversary of Hello Kitty on Wednesday with a pink carpet bash and a charity auction of original celebrity creations inspired by the international icon of cuteness.

Hundreds of guests were dazzled by an evening of Hello Kitty style. A Hollywood soundstage was playfully transformed by an assortment of pink lanterns, rose-colored lounge chairs and giant paper flowers.

Dressed in a shiny black and fuchsia dress and matching boots, Hello Kitty's appearance on the pink carpet excited fans of all ages.

''She's just the cutest cat ever!'' said party guest Barbara Sueko McGuire, 23, an editor from Los Angeles. ''She brings a smile to my face. I just love the products. They're so out of this world and unique and cute.''

Partygoers were entertained by fellow Hello Kitty fans, the Donnas, an energetic all-girl rock group from northern California.

The event, sponsored by Hello Kitty's parent company Sanrio and U.S. retailing partner Target Stores, was the finale to a season of anniversary events. The first celebration was held in June in New York.

The evening was also an end to the charity auction that began online at Yahoo Auctions in mid-September.

Proceeds from the auction will benefit the girls' education program of the U.N. Children's Fund, and Target House, an American organization providing housing for long-term cancer patients and their families.

Some of the original celebrity auction items displayed at the party included Hello Kitty drawings by model Tyra Banks and chef Emeril Lagasse, a prom dress designed by Betsey Johnson and a custom guitar from fashion figure Massimo.

One of the evening's flashiest items, a pink and silver Hello Kitty Airstream trailer designed by Cynthia Rowley, sold for $150,000.

Tarina Tarantino, designer of the popular Pink Head Hello Kitty jewelry line, was a one of the evening's featured guests. Her sparkling Pink Head chandelier was a much admired auction item.

''I'm such a huge fan of Hello Kitty. I'm just so thrilled and proud that I get to work with Sanrio. It's been like an incredible journey,'' said Tarantino, a collector of Hello Kitty memorabilia since she was 5 years old.

Bill Hensley, marketing director for Sanrio in the western hemisphere, attributed the event's overwhelming celebrity participation to Hello Kitty's enduring appeal.

''It really speaks to the status of the brand. Thirty years ago we were a brand for girls aged 4 to 12. Now we like to think of it as 4 to forever. It's a great time to be Hello Kitty,'' said Hensley.

Hello Kitty's chief designer Yuko Yamaguchi was one of the evening's special guests. She expressed gratitude and surprise at Hello Kitty's long-standing success.

''Thank you very much for cherishing Hello Kitty,'' Yamaguchi said in a message to the character's American fans. ''No matter how old they are, I'd like them to be happy.''

Since 1974, Hello Kitty's demure hair bow and button nose have graced thousands of products from pencil cases and gum to toasters, cars and television sets.