Sanrio is a Japan-based company that focuses on creating, licensing and producing products focusing on the "kawaii" segment of Japanese popular culture. Since its founding in 1960 as the Yamanashi Silk Company, Sanrio has created and merchandised some of the most recognizable characters of all time, including a white anthropomorphic cat named Hello Kitty. The company produces merchandising with its original characters that include plush toys, stationary and accessories.
History with the Macy's Parade[]
Sanrio made their Macy's Thanksgiving Day Parade debut in the 1995 Parade, blending icons of both Japanese and American pop culture. The company sponsored a float that depicted the cute and cuddly world of Sanrio and its many original characters. The flat was recycled from the 1987 Parade's Fruit Juice Valley float, which itself was recycled from 1981's Strawberry Shortcake float. Sweetening the day at the back of the float was a larger-than-life apple house, surrounded by Hello Kitty, including Pochacco, Keroppi and Pekkle. Float escorts dressed as flowers bloomed to life on and alongside the float.
The Sanrio float only made one appearance, and was retired following the 1995 procession. However, Sanrio would once again sponsor a Parade unit over a decade later in 2007, debuting an all-new Hello Kitty balloon. Hello Kitty would become commonplace in the line of march over the next ten years, being represented through two distinct balloons.