The Hello Kitty Craze is back and once again McDonald’s is at the forefront for distributing the must-have merchandise. When asked about this, Lawrence Chong, CEO at Consulus shared that as the Hello Kitty brand has been built with religious consistency with many layers of engagement here, it is no longer a surprise. And he offered his view why McDonald’s as a brand is doing the right thing by adopting the ‘broad church’ approach in embracing icons and superheroes of our time.

To find out more, read the Marketing Magazine article here