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TOKYO — At age 36, Hello Kitty may be running out of product lives.
东京——今年已经36岁的HelloKitty很可能将寿终正寝。
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.
这正是Sanrio公司的执行官们所担心的问题。这家日本公司于1974年创造了这个卡通猫，自面世以来，这个可爱的小白猫创造的巨额收益约合一年50亿美元。
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.
多年来，Hello Kitty的授权产品涉及公仔、服装、饭盒、文具、厨具，还进入了纽约感恩节盛大游行，甚至台湾长荣航空的一辆空客上也有HelloKitty。但是Hello Kitty的受欢迎程度已经出现了下降的迹象，特别是在日本本土，10年来销量下降，使得公司必须着力于寻找新的流行卡通形象。
