Hello Kitty is coming to London -- and it happens to be aligning with a very small cookie company called Cutter & Squidge, the founders of which say they try to use as little fat and sugary content as possible in their foods.

In this video, marketing expert Bolanile Maté of Be Better Paris points out how this move by a globally-known brand to cross market with a boutique cookie shop could only happen in this diverse business landscape, where you now have the opportunity to start small and scale up.

Related: What We Can Learn From the Mast Brothers' Chocolate Scandal Recovery