Not only that, but 500 shops are participating in this particular marketing orgy, and they will accept the money as, you know, actual money. Of course, I'm not sure exactly how much you'll have to spend in order to get it, or how long they'll be good for, but it'll be cute for the kids and/or creepy Hello Kitty-obsessed fans. (See also: Hello, Wedding Dress.)
On the other hand, I could see a certain amount of sort of "ironic hipster" cred in using Hello Kitty money to buy something really horrible and/or raunchy. I wonder if any porn shops are participating?
What sort of weird thing would you want to buy with Hello Kitty money?