Hello Kitty for guys?

Starting next month, Japan's Sanrio Co. will begin targeting young men with the uber-popular Hello Kitty brand. A collection of T-shirts, bags and watches featuring a "more rugged, cool" Kitty is set to appeal to men in their teens and early 20s. Company spokesman Kazuo Tohmatsu says, “We think Hello Kitty is accepted by young men as a design statement in fashion...Young men these days grew up with character goods...That generation feels no embarrassment about wearing Hello Kitty.” Even though I'm shaking my head at this, I'm quite sure it will do well in Tokyo where men's clothing tends to be more androgynous and eccentric. And I can also envision some men here in the U.S. snapping for the kids in a tight Hello Kitty tee. What do you think about this? A must or a bust? Source