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Japan's Sanrio Co is planning to extend the massively successful Hello Kitty brand from girls and young women to boys and young men as well.

The cute and cuddly white cat has traditionally been a feminine fashion brand but the company is hoping to "ruggedise" the cat for a male audience.

"The cute cuddly white cat from Japan's Sanrio Co, usually seen on toys and jewellery for girls and young women, will soon don T-shirts, bags, watches and other products targeting young men," said company spokesman Kazuo Tohmatsu.

"We think Hello Kitty is accepted by young men as a design statement in fashion."

The male targeted Hello Kitty products will go on sale in Japan next month, and there are plans to extend the range to US and other Asian nations

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