The health of the single market is vital for the future of Europe’s economy
Hello kitty, a Japanese cat-girl with a bright pink bow, is an unusual mascot for European integration. But in July the cartoon character inadvertently became one. Sanrio, Hello Kitty’s owner, admitted to the European Union (eu) that it had granted trademark licences to business partners on the condition each would sell the ensuing Hello Kitty merchandise—from school bags to pencil cases and duvet covers—only in specified eu states. This attempt to treat Europe as a disjointed bundle of countries breaches an article of economic faith: that the eu’s 28 members are one single market. The European Commission doled out a €6.2m ($6.8m) fine.
Maps of Europe still show its various countries separated by borders, some of them not much moved in centuries. Commercially, they are meant to be anachronistic. In theory, at least viewed from Brussels, the eu’s 500m citizens live in a single economic zone much like America, with nothing to impede the free movement of goods, services, people and capital.