There’s no shortage of awesome food trucks in New York; think The Taim Mobile for Israeli falafel stuffed pitas, Eat Morris for fancy grilled cheese sandwiches and the cult-status Big Gay Ice Cream truck for frozen sweets.

But the latest food truck that has New Yorkers flipping out is slighty, err, off brand for the city.

The bright pink Hello Kitty Café mobile truck is already drawing two-hour long lines, parked outside Times Square, where there is also a (pop-up) bricks and mortar Hello Kitty café. Trends collide.

But don’t get in between the people and their bright rainbow-hued macarons, sprinkle adorned doughnuts, pink bow-shaped water bottles and a swag of other cat-themed paraphernalia – the truck has been just as popular in other states, especially Los Angeles, where they have a Hello Kitty-only version of Comic Con.

If you think Australia is safe from kitty fever, be warned: Sanrio has announced there’s a Hello Kitty movie planned for 2019.