To attract patrons, the Los Angeles County Library turned to some of the most familiar faces on earth: Hello Kitty and her friends.
The bet seemed to be paying off Friday, as thousands of adults flocked to local branches to snag library cards featuring the adorable anthropomorphic gang on launch day.
The county’s library director, Skye Patrick, told The Times Thursday evening that they were bracing for “complete mayhem.”
A library spokesperson said they were still tallying the number of card sign-ups, but at least 4,400 had been issued as of Friday afternoon.
One of them went to Mar Vista resident Sisa Salazar.
“I thought it was super cute,” the 22-year-old said as she waited in line at the Marina del Rey branch Friday afternoon.
The florist used to frequent the library in high school, checking out books and watching shows. But she lost her card in recent years.
So when she came across the special Hello Kitty-themed card on Instagram, she took the opportunity to get a replacement.
Shortly after 2 p.m. Friday, the line for Hello Kitty library cards at the Marina del Rey branch stretched out the door.
(Iris Kwok / Los Angeles Times)
The Marina del Rey library remained busy throughout the afternoon, with a steady line of more than 50 people stretching out the door. Across town, dozens of people lined up outside the South Whittier Library before its 10 a.m. opening, hoping to be among the first to snag the card.
The West Hollywood, Carson, West Covina, La Mirada, Marina del Rey and Alondra branches ran out of cards on the first day, library spokesperson Jessica Lee wrote in an email. She noted the cards can still be found at other locations and roving bookmobiles.
In addition to Hello Kitty, the card depicts several other recognizable characters produced by the Japanese company Sanrio: My Melody, Kuromi, Pompompurin, Keroppi, Cinnamoroll, Chococat and Pochacco.
Many people in line in Marina del Rey chatted about their favorite Sanrio characters and exchanged childhood memories.
Playa del Rey resident Rebecca Leach, 43, already has an L.A. County Library card, which she often uses to read e-books on the Libby app.
Playa del Rey resident Rebecca Leach said she wanted to get the Hello Kitty library card because she grew up with the character and finds it nostalgic.
(Iris Kwok / Los Angeles Times)
But for the registered nurse, who dons a Hello Kitty badge reel at work, nostalgia was part of the card’s appeal. She has fond childhood memories of playing with a color-changing Hello Kitty plush toy. Leach visited several branches Friday before finding a manageable line in Marina del Rey.
“I think it’s great that they’re promoting the library more and doing outreach,” said Jolyne Jimenez, 51, a library assistant at the Santa Monica Public Library and fan of My Melody.
She spent her day off at the Marina del Rey library waiting for the card. (The Santa Monica Public Library is independent of the L.A. County Library system.)
Limited-edition library cards aren’t new in L.A. County. Previous popular designs have included cards commemorating the centennial of the 19th Amendment and the FIFA World Cup, Patrick said.
“What is uncommon is this amount of buzz,” Patrick said, adding that she hoped the heavy interest in the card would translate to increased awareness of the library’s offerings — not just books and e-books, but streaming content, household tools, musical instruments and podcast equipment.
The Hello Kitty card is available through Oct. 18, Patrick said. The library has permission to use Sanrio’s characters for one month for free and plans to restock the cards before the collaboration period ends.
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