Although originally aimed at the pre-adolescent female market, the Hello Kitty logo now adorns almost every product that one can imagine could have its logo on it. Though a large proportion of the merchandise are stationery products, other goods range from foods and clothing to computers and cars and passenger jets , and in Japan, its popularity has penetrated every aspect of Japanese daily life. In Japan, Hello Kitty is no longer viewed as merely for young girls, but is equally popular with teenagers and even adults who like the sweet, cute and girly image. This expanded market is reflected by the sale of Hello Kitty adult underwear and even wedding dresses. Hello Kitty items in the USA include luggage tags, posters, purses, cosmetics, stickers and jewelry. In addition, there are many stores selling only Hello Kitty merchandise.
The very first product bearing Hello Kitty's image was a small clear vinyl coin purse which sold for 240 yen (today, roughly US$2.27, or €1.77). She is now a phenomenon adorning over 22,000 products and accounting for half of Sanrio's $1 billion yearly revenue.