Cutest Ever Hello Kitty Traffic Barricade in Shinjuku

Not sure what to say about this... Traffic and construction barricades are common all around the world. There are many other novelty types that other have spotted in Japan, but this is the first that would require some a licensing agreement. Thinking about this (especially the business and safety decisions made by the manufacturer and construction company ) make my head hurt with cuteness and confusion.

Nikon D600 with Nikon 24mm f/2.0 Nikkor AI @ f5.6, ISO 100, 1/400 sec.