The Japanese culture of kawaii—loosely meaning cute—emerged in the 1970s when teenage girls with extra money began to favor adorable accoutrements inspired by artists like Moto Hagio and Keiko Takemiya. More recently, Americans have also embraced the style. Kids collect figures like Totoro and Gudetama the Lazy Egg, play with doe-eyed fashion dolls, and use whimsical school supplies like Keroppi pencil cases. While these peachy keen aesthetics are pleasing to the eye, some argue that understanding Kawaii is not as simple.
For more than a century, the newspaper trade has had to determine creative ways to prevent a decrease in circulation and to find new subscribers. In the late 1800s, the Sunday edition of newspapers began to carry art supplements, which included parlor prints and toys for kids to cut out and assemble. Art supplements proved an innovative way to build an audience—each week parents read about the next must-have paper toys in the following week’s newspaper.