At 40, Hello Kitty is timeless

• This year marks the 40th anniversary of this fiercely cute and fabulous feline
• "She has such a loyal fan base and she is an iconic figure for women of all ages"

She has no mouth, yet Hello Kitty speaks to generation after generation.

This year marks the 40th anniversary of this fiercely cute and fabulous feline. A major art exhibit at the Japanese American National Museum in Los Angeles will open in October. And there's an explosion of limited-edition products to celebrate the big 4-0: moccasins by Minnetonka, hats by New Era, exclusive makeup kits by Sephora, Swarovski creations, a McDonald's Happy Meal lineup and most recently, an entire collection of Vans shoes.

For the rest of the year, you can expect to see a Hello Kitty hail in retail.

I was about 5 years old when I made my first purchase. I liked her red bow and I liked her face. She didn't need a smile to radiate happiness. And the price was right. In the '80s, even a kindergartner like me could afford her. My mom would give me a couple of quarters and I had plenty to choose from: candy, pens, pencils, notebooks were all less than $1. In 2014, that's still the case. Sweet accessibility.

"She is not graphically portrayed with a visual mouth, and it lends to her appeal," says David Marchi, senior manager of brand management and marketing at Sanrio, the company behind the kitten that keeps us smitten. "When you look at her she can be everything and anything. She can appeal to a little girl, an alternative teen, an executive. She can be for anyone."

And that's why the brand has always included affordable gifts alongside high-end designer partnerships. Founder Shintaro Tsuji started the company with the motto "small gift, big smile," and it speaks to the sentimental value of Hello Kitty and friends.

Allison Crumley was in the third grade when she made her first Sanrio purchase. The Kansas City kitty enthusiast was in New York visiting family. With her own money, she bought a Spottie Dottie (Hello Kitty's Dalmatian friend) toothbrush and stationery. Now, 27, Allison and her 8-year-old daughter, Nani, collect together.

"I've shared the love of Hello Kitty with Nani ever since she was born, and even before. I had a Hello Kitty diaper bag," she says. "Nani has used a different Hello Kitty backpack of mine for each new school year."

That kind of genuine sharing is Sanrio's biggest promoter. Hello Kitty is not traditionally advertised. The brand itself doesn't do that kind of in-your-face commercial advertising.

We're talking about a $7 billion-a-year business with no catalogs or TV commercials, no movies or recent cartoons, just a whole lot of fans and more licenses than you can count.

In 2012 Forbes called Hello Kitty one of the best-selling license entertainment products — KISS, Target, Kidrobot, Capcom, Fender and Uglydoll are just a few big brands that have collaborated with Sanrio.

Hello, 'Kitty' collectors

We want to hear from you. If you're a fan or a collector of Hello Kitty contact reporter Kevin Phelan for an upcoming story, kphelan@lohud.com.