Model figures based on icons like Hello Kitty, as well as characters appearing in anime, manga, kaiju (monster) series, science fiction / fantasy films and video games, is a major part of otaku fandom. It's also a large part of the global animation merchandising market from Japan which is estimated to be worth around 663 billions Japanese yen. Some hobbyists concentrate specifically on a certain type of figure, such as garage kits, gashapon (capsule toys), or PVC bishōjo (pretty girl) statues. Such figures prominently featured in work of modern artist Takashi Murakami. Through his company Kaikai Kiki, he has produced a number of limited designer toys to be sold in otaku oriented stores.