I'm 27 and Sanrio is in my blood. I've said it in other threads before, I was born and raised in Japan so it was inevitable that I love Sanrio. I've loved it ever since I was a preschooler, being taken to the local Apple Apple shop by the Hachioji Nishi train station by my obaachan's house. I faithfully went to Apple Apple almost every time I visited my relatives. When I moved to the US, I'd visit Japan every three years and would go to Apple Apple still when I'd visit my relatives. And even with the three year gaps, the owner of the shop would remember me. Hehe. But I'm sure that's because I was probably the only Japanese/white girl in this small area. I still use Sanrio pens, mechanical pencils, their small notebooks for my "to do" and grocery lists, etc. Japanese people (in Japan) just love Sanrio and there are young and oooooold people who deck their homes out in HK stuff. Sanrio has just become part of the Japanese culture, I think. There's no right or wrong, young or old, to it.
Now, though, being a fan of Sanrio for 27 years, I have never been a fan of Hello Kitty. *lol* I always loved the OTHER characters. I don't dislike HK, but I was never really attracted to her items. So I'll really have to see photos or see in person what comes of this tokidoki/Hello Kitty collaboration before I say I wanna buy it.