The Japanese platinum retail industry has reached out to a popular feline icon who has helped sell a host of products in the past.

Known as 'Hello Kitty', the character is being used by Tanaka Kikinzoku Kogyo KK, Japan's largest retailer of precious metals, to help push sales.

A 30mm tall Hello Kitty doll made of platinum is the crowning finish for the campaign, and has been made available to the public to buy. Long revered since its inception 30 years ago, the dolls will be restricted to an output of just 30.

The cartoon-like cat has been used by Japanese firms on a string of products, with the brand's owner, Japan's Sanrio, estimating it has raised more than $1 billion in annual revenue through licensing agreements.

The bejewelled platinum doll is being tipped to spark life into the Japanese platinum jewellery sector.

Johnson Matthey says purchases of platinum by the Japanese jewellery industry are thought to have fallen by 15 per cent in 2003 to around 665,000 ounces.

However, the makers of Hello Kitty are likely to be pleased with the forecast from the precious metals firm that Japan's platinum jewellery market will turn around in 2004.