FLUFFY, mischievous pocket monsters - better known as Pokemons - are set to give Hello Kitty a run for its money this Christmas season, merchandisers say.
As the youngest kids on the block - the first Pokemon was born as a Nintendo game character in 1995, while Hello Kitty and cousin My Melody have been around since the 1970s - they have generated millions of dollars in sales this year in Hong Kong alone.
The craze has led to complaints from parents in the territory that their children are putting their homework aside for the cartoon monsters.
There are now 151 of the creatures, each with its own personality, creating endless potential for merchandising, from lollipops and key chains to the mandatory giant dolls and plastic models.
One estimate puts worldwide sales so far at $5 billion.
Renee Cheung Pui-ling, marketing manager of Mani Toys, which is the official Nintendo agent in Hong Kong, said: 'Pokemania really came to Hong Kong at the end of last year, when the TVB Jade channel began broadcasting the cartoon.' Now two new Nintendo Pokemon Game Boys - the pocket-sized video games - will be out on November 21, selling for about $400.
The first Pokemon movie was released on Friday in North America and two million Nintendo units will go on sale from now to Christmas around the world.