hello kitty hospital in taiwan

a "hello kitty" themed hospital has opened it´s doors in taiwan last year. The aim of it is to ease the stress of childbirth with images of this cartoon character.

rom blankets and birth certificates to cots and uniforms worn by staff, every aspect of the hello kitty hospital is emblazoned with the little cat.

patients are welcomed by a statue of hello kitty dressed in a doctor's uniform, before travelling in a hello kitty elevator to a pink examination room with hello kitty posters on the wall.

to ease childbirth...hä???
no one can imagine what can happen to a little new-born mind when the first thing on earth you see is a "hello kitty" nurse taking you away from your mother after cutting the umbilical cord.
what about longterm studies on this? were they made?