What do the New York Jets, Sanrio and the Golden Nugget Casino all have in common?

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Disney ( DIS - news - people ) and Sanrio's Hello Kitty.

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In the Sanrio edition, the photo is decorated with Hello Kitty and other characters.

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We have to wait and see if Sanrio can really deal with its investment losses.

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Sanrio, the Japanese merchandiser he founded in 1960, is responsible for the Hello Kitty fad sweeping Asia.

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Sanrio is riding a renewed consumer love affair with Hello Kitty, which first became a national craze in 1974.

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Sanrio is expected to report record sales for the fiscal year to March.

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Two-thirds of revenues come from Sanrio's own products, which are manufactured by outside suppliers but sold in the company's 3, 000 shops.

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It now enjoys the dubious honor of being the third most knocked-off brand in China, trailing only Disney and Sanrio's Hello Kitty.

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Sanrio is riding a new wave of nostalgia for the kitten there.

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Sanrio Digital, which manages the online expansion of the Sanrio brand, is hoping to do the same for its popular Hello Kitty brand.

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Correction: Sanrio, owner of the Hello Kitty property, has never authorized the use of the Hello Kitty character on firearms or other weapons.

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"Perhaps that helps her become what people want her to be, " says Yamaguchi Yuko, the Sanrio designer in charge of the Kitty line.

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He says Sanrio is determined to clean up the investment mess.

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All this must mean that Sanrio is rolling in cash, right?

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Sanrio's licensing offensive has so far netted such high-profile brands as pen-maker Parker, cosmetics manufacturers Shiseido and Kanebo, and even the Ministry of Posts and Telecommunications.

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Sanrio is in the West too - in addition to 30 shops in the U.S., it now accepts online orders through a website revamped in November.

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As young stars like singer Kahara Tomomi and TV personality Kanda Uno jumped on the bandwagon (without apparent prompting from Sanrio), the cat's third coming was assured.

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Why doesn't Sanrio develop Kitty products especially for teenagers?

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"The beauty of a game like this is that it's ongoing, so we're always putting new content into the game, " says Robert Ferrari, vice president of publishing and business development at Sanrio Digital.

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While the last crop of robot dogs looked like squared-off, stylized versions of toy terriers, this new bunch resembles such Sanrio characters as Hello Kitty and Chococat, with big, circular heads reminiscent of cartoon characters.

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Sanrio is looking savvier than ever.

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The culprit: Sanrio's stock market forays.

CNN: PRETTY IN PINK SLUMP