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Rugby World Cup

All Blacks scrum with Hello Kitty to dominate business

New Zealand's rugby team pours ad revenues into further team building

The All Blacks perform the traditional Haka dance in Japan, a key element of the team's brand.

TOKYO -- From ice creams to luxury watches, the world's number one rugby team, the New Zealand All Blacks, is happy to lend its brand power to boost product image.

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