Camera
Review: The Hello Kitty rangefinder is a camera you'll hate to love

Photo: Dale Baskin |
On a recent trip to Japan, I found myself in one of those situations universally dreaded by travelers: showing up for an international flight with a pocketful of unspent local currency and nowhere to spend it except a duty-free shop. I was swimming in a Scrooge McDuckian sea of unused Yen.
The idea of bringing home yet another Toblerone bar, that triangular brick of duty-free despair, was soul crushing. I desperately searched for something – anything – else to needlessly throw my money at.
Then I saw the Hello Kitty Toy Camera, a small rangefinder-shaped camera complete with an optical viewfinder and removable memory card. You can find these toy cameras all over Japan at stores like Bic Camera, but I never considered buying one until I was in a use-it-or-lose-it cash scenario.
Given the choice of drowning my sorrows in yet another Toblerone bar, snagging a box of Tokyo Bananas or dropping a pocketful of Yen on the Hello Kitty camera, my duty to DPReview came first. Which is why, dear readers, I’m going to tell you about yet another camera you never knew you didn’t want.
Key specifications
- 1.3MP Type 1/10 CMOS sensor (approximately 1.28 x 0.96mm)
- 3.2mm F2.8 fixed-focus lens
- Optical viewfinder
- ISO 100 (fixed)
- Single Micro SDHC card slot
- Video capture (720×480/30p)
- Fake buttons and controls
- Pink Hello Kitty styling
How it compares
It’s hard to find cameras that are directly comparable to the Hello Kitty Toy Camera, so we decided the best course of action would be to compare it to another rangefinder-style camera: the Fujifilm X100VI.
As the table below illustrates, we can make the Hello Kitty camera appear competitive with the more expensive X100VI by picking just the right specs to compare.
Hello Kitty Toy Camera | Fujifilm X100VI | |
---|---|---|
MSRP | $45 | $1599 |
Sensor size (crop factor) | 1.25mm² * (27x) |
369mm² (1.53x) |
Resolution | 1.3MP | 40MP |
Max aperture | F2.8 | F2 |
Viewfinder | Optical | Optical |
Hello Kitty-themed art | Yes | No |
Trendy color options | Yes | No |
Fake buttons to look more professional | Yes | No |
Memory card type | Micro SDHC | UHS-I SD |
Number of existential mid-life crises induced in the average camera reviewer during testing | 3 | 0 |
Weight | 18g | 521g |
On paper, both cameras earn superlatives in some areas. While the Fujifilm wins on key specs like sensor size and resolution, it’s hard to ignore the price tag and uber-light weight of the Hello Kitty camera. Along with the fact that the Hello Kitty camera can fit in a real pants pocket, not the ambiguous ‘jacket pocket’ reviewers always talk about.
The number of existential mid-life crises induced in a camera reviewer is a spec that’s often overlooked in reviews. The Hello Kitty camera definitely wins here. As long as we’re clear that by ‘wins’, we mean ‘loses’.
Body and handling
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Photo: Dale Baskin |
The Hello Kitty camera is a rangefinder-shaped camera with silver-colored top and bottom plates and an optical viewfinder. I call it a ‘rangefinder-shaped’ camera because it’s not actually a rangefinder. But, then again, neither is the Fujifilm X100VI.
You won’t use the viewfinder. It’s either so bad that it makes you dizzy, or it’s a window into 4-dimensional space the human brain isn’t wired to comprehend. Either way, it will drive you to madness.
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The optical viewfinder is a nice touch, but trying to use it will drive you to madness.
Photo: Dale Baskin |
The camera includes two functional controls along with two other controls that are just for show. The On/Off button on the top plate doubles as the shutter button, and the Mode button adjacent to it lets you switch the camera between photo, video and audio recording modes.
The other controls are fake, fooling absolutely no one.
The 3.2mm F2.8 lens, which I’m pretty sure is made of a chunk of polished candy, has ridged edges that beg to be rotated. But trying that would be a mistake as it would break the camera. You just have to embrace it for what it is.
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Here’s a picture of the Hello Kitty camera that better illustrates its size. Yep, it’s that small. Also, that lever on the front is fake.
Photo: Dale Baskin |
Taking photos is best accomplished with a ‘spray and pray’ approach. You point, shoot and hope. I say ‘hope’ because the camera doesn’t actually take a photo of what’s in front of you but something off to one side. It’s like having an integrated AI that guesses what you’re trying to photograph, then fails spectacularly every time.
Image quality
No DPReview camera review would be complete without our studio test scene.
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A quick glance at the studio scene doesn’t reveal anything except digital despair. The camera captures light, but it’s notably short on fine detail. Or any detail. The sensor’s dynamic range can best be described as ‘on’ or ‘off’.
I have to come clean. I didn’t take this photo in our studio because I couldn’t justify the time it would have taken to do so. Instead, I used a life-sized print of the studio scene I keep at home, captured using a $45,000, 150MP Phase One camera. Don’t worry; you won’t be able to tell the difference in the images from the Hello Kitty camera.
For that matter, you probably wouldn’t be able to tell the difference between the real studio scene and an impressionist painting of it.
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The photos from the Hello Kitty camera are so bad as to border on some kind of avant-garde art.
Photo: Dale Baskin |
The one redeeming quality I can see in the images is that they’re so bad as to border on some kind of avant-garde art. They have a certain je ne sais quoi, if the ‘quoi’ is ‘blurry, pixelated and eye watering.’
Video
It’s incredible that this camera even shoots video, capturing 720×480 resolution, which I’m pretty sure is the same resolution my not-inexpensive Panasonic DVX100 vIdeo camera captured about 20 years ago. Though the Panasonic had the advantage of being a 3-CCD system. And having a lens that could fully resolve an image of an avocado.
If your idea of quality video is watching a bootleg copy of the movie ET your parents recorded on network television in 1984, you’ll be delighted with the results.
Conclusion
With my journalistic integrity now hanging by a thread – or a pink piece of yarn – I have to find some way to wrap up this review. My professional reputation is in the hands of an animated cat, and I’m strangely OK with that.
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Photo: Dale Baskin |
I’m not sure if this camera is a toy or a subtle form of psychological warfare aimed at photographers. I’ve temporarily convinced myself it was a sound purchase, knowing a crushing pink wave of buyer’s remorse will eventually hit me like a pixelated tsunami; after all, this is one of the worst photography products I’ve ever used.
And yet, I have a weird affinity for it.
My six-year-old niece loves using the Hello Kitty camera. So does my cat. But instead of taking photos, he mostly just wants to kill it. I don’t know if he has some kind of Hello Kitty issue he’s working through or if it’s just because cats are basically little killing machines who happen to be cute.
But it does make me wonder if it might actually be possible to put a price on happiness: $45 (plus the cost of therapy).
Sample Gallery
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Camera
The Sigma BF isn't the revolution I hoped for, but the effort that's gone in is obvioius

Photo: Richard Butler |
Some years ago, when I was relatively new to the camera industry, I wrote a post for DPReview’s short-lived blog, suggesting it was high time someone re-thought the way camera interfaces work.
I used Apple as an example of a company making inroads into an established market by developing a completely different way to interact with a device. I had no idea, back then, just how much impact the iPhone would go on to have, of course. The iPhone 3G, the first to offer competitive communication speeds, had only been launched a few months earlier and it seemed impossible that the likes of Nokia would be swept away by a relatively small computer company.
I explicitly wasn’t advocating for cameras to move to a smartphone-style touch interface, more for a blank-sheet reconsideration of what a camera needs to provide and how best to prioritize those things.
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When I wrote a blog post in 2008 asking for an Apple-style re-think of the way cameras operate, I had no idea just how significant the iPhone would go on to become.
Rendering: Apple |
Sixteen years later, no one’s really attempted it. A lot of cameras still operate like film cameras with a dizzying array of digital functions clumsily added on top. Most manufacturers haven’t significantly re-thought menu systems originally designed for 20-or-so options despite them now having to accommodate around 100. Arguably none of them work well at this point: the difference is in just how badly they cope.
The result is cameras that are only really usable by people who’ve spent quite a lot of time learning how to use them, which is why I quietly seeth every time I hear a camera being described as ‘intuitive.’ Photography’s core elements are complex enough that there’ll always be something of a learning curve, but there’s probably a middle-ground between a smartphone that does everything from focus and exposure to adaptive processing for you and a camera that operates like a 1980s SLR with a text-based choose-you-own-adventure computer game glued to the back.
Small steps
There has been some innovation since then, of course: Pentax created the TAv (time and aperture priority) exposure mode that has now become commonplace in the form of allowing Auto ISO while in Manual exposure mode. And its Hyper Program mode where you could override its aperture or shutter speed decisions while retaining a high degree of automation.
Likewise, Canon introduced its Flexible Priority exposure mode (along with the disappointingly useless M-Fn swipe bar) on the EOS R, which let you select which of aperture value, shutter speed and ISO you controlled and which were automated, on-the-fly. I’ll confess I never quite managed to get my head ’round using it quickly enough for it to be beneficial.
The Sigma BF is not the answer
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With its dedicated settings screen, the Sigma BF represents a radical new approach to camera operation.
Photo: Richard Butler |
The Sigma BF is one of the most radical attempts I’ve witnessed to re-think how a camera operates. That’s why I’ve put so much time into making videos about it over the past few weeks: because it’s so different to anything you might have used before that it’s hard to appreciate without seeing it in action.
To be absolutely clear: it is not the future of photography. It’s a fascinating, back-to-fundamentals way of controlling a camera that makes you really think about shutter speed, aperture and exposure compensation (and by extension, ISO), in a way I’ve found quite inspiring. However, it engenders (perhaps even enforces) a slow, contemplative way of shooting that wouldn’t be appropriate for most photography or most photographers.
I’ll admit when I first heard the underlying specs of the BF I was worried Sigma had somehow taken five years to make a more limited version of the fp, which would appear to be a complete waste of everyone’s time. But when I got to actually use it, the interface turned out to make it one of the most interesting cameras I’ve used in years. Again, not as an all-round, do-anything camera: even if you added a mechanical shutter, it wouldn’t be that. But as an attractive device for documenting the world, it’s strangely compelling.
All about the detail
Whatever you might think about the BF, a little bit of time spent using it reveals just how much thought has gone into its interface. Learning to operate each function one at a time through the dedicated settings display, then using the main LCD solely for composition and focus, with no incomprehensible icons distracting you, is unexpectedly engaging.
Whereas on the single-dial Panasonic S9 I find myself constantly frustrated, pressing buttons, cursing and wishing for a second control dial, on the BF I’ve found myself intentionally passing the aperture control back to the camera’s single dial. It’s difficult to rationalize, and yet, it makes sense when the camera is in your hand.
There are two details that have jumped out at me. The first is that: when you half-press the shutter, just as you’re about to take your shot, the BF switches the dial’s function to exposure compensation. It’s a lovely little touch: it assumes you’ve selected the aperture and/or shutter speed you want, creatively, but makes it easy to give it a little tweak at the last moment, if needed.
It just works
But the detail that really stood out to me is the way White Balance is handled. Not something you might usually notice or pay attention to, but the way it’s handled on the BF is so clever that it makes you realize how much thought has gone into it.
When you first turn the camera on, the White Balance icons are arranged in order of color temperature, so that you can scroll from correcting too much orange light to correcting too much blue. That’s standard enough.
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Custom White Balance presets get saved along the white balance continuum in the menus. You can tap the trash icon to delete them. |
But what jumped out at me is what happens when you set a custom white balance. For this you have to bring up the 10-setting function menu to access the Custom WB option, but whatever value it records is then saved as a preset, in sequence along the color temperature spectrum.
So if you set a custom white balance that isn’t quite as cooling as the Incandescent preset, that custom preset will now appear between the Incandescent and Fluorescent settings as you scroll through your white balance options. If you find you no longer need that preset, you can delete it.
Manually defined white balance values are treated a little differently: they still appear in their relative position on the scale, but have to be selected from the function menu because, once selected, the rear dial adjusts their value, rather than jumping between presets. I was annoyed by this inconsistency at first, but it makes sense that you’re more likely to want to constantly fine-tune a white balance value you’ve chosen yourself, rather than setting from a grey card.
Ultimately, the handling of white balance is a tiny little detail for a setting most people don’t regularly interact with, but a detail that’s redolent of the degree of consideration that’s gone into ensuring the BF can be operated using a screen that displays a single parameter at a time.
There’s still need for revolution
As I hope I’ve made clear, I’m not saying the Sigma BF is the iPhone of the camera industry: far from it. But sixteen or so years after asking for it, it’s lovely to see someone willing to radically rethink how a camera could work. And I want to acknowledge Sigma and whoever designed the BF’s White Balance system for doing so.
Camera
Adobe's moving some of Premiere Pro's most interesting new features out of beta

Image: Adobe |
The National Association of Broadcasters (NAB) is still a few days away, but Adobe has announced updates coming for video users in anticipation of the annual trade show. Most of the changes are focused on Adobe Premiere Pro. The latest features, all of which have already been available in beta, aim to streamline the editing process even more with the help of various AI-based tools. Frame.io is also getting a few updates, making collaborating and controlling your files easier.
Adobe Premiere Pro updates
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Image: Adobe |
One of the more exciting beta tools that is getting general availability is Generative Extend. Powered by Adobe Firefly, Generative Extend uses AI to create a few extra frames when clips are just a bit too short. Firefly essentially uses the audio and video from your clip as a prompt and adds a few frames. It’s ideal for holding on to a character reaction for an extra beat, extending sound effects or cutting an awkward gesture or facial expression right at the end of a clip.
DPReview’s Mitchell Clark tested Generative Extend when it was announced at Adobe Max last year and was quite impressed. At the time, there were quite a few limitations, but luckily, Adobe addressed those. Now that it’s moving out of beta, it works with up to 4K video and also works on vertical videos. It also works in the background, so you can keep editing while it processes.
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Adobe says Generative Extend is safe for commercial use and that appropriate Content Credentials are embedded in the file. Adobe has also said that your content remains your own and is not used to train these AI models. The tool is free to use for now, though, after a “limited time” (Adobe didn’t provide any more detail), Generative Extend will require Firefly generative credits. Pricing will vary based on the format, frame rate and resolution of your video.
Media Intelligence, an AI-powered search tool, is also coming out of beta. A search panel in the upper right-hand corner of Premiere Pro allows users to search for everything in one spot, with the AI recognizing the content of your clips, including objects, locations, camera angles and more. Adobe released the beta version of Media Intelligence and the AI-powered search panel in January, but now there will be full access to the feature.
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Image: Adobe |
Media Intelligence allows you to search using natural language, and it will find any matching visuals, spoken words or even embedded metadata. The AI recognition happens locally, so no internet is required. It promises to significantly speed up the editing workflow for those who need to pull from large libraries or are working on big projects.
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Image: Adobe |
Caption Translation, yet another January beta release, is also coming out of beta. This tool allows for AI-powered multilingual caption generation, saving users quite a bit of time when translating captions. It currently supports 27 languages and can be accessed in the Text Panel. You can even display multiple visible caption tracks simultaneously for greater flexibility.
Finally, a non-AI-based tool is also on the list of beta features going mainstream. Adobe’s new Color Management feature allows users to transform Log and Raw from nearly any camera to SDR and HDR without LUTs. Adobe says it is a simple and approachable feature with six presets that any video editor can use, no matter their experience level. It also says it will be easier to match videos from different cameras and to define the look and feel of your videos.
All of the new Premiere Pro features are generally available today.
Adobe Frame.io updates
Frame.io is Adobe’s take on collaborative media management. Last fall, Adobe added Lightroom integration for the platform, making it more usable for those who need access to more than just video work. Now, the company has added more tools for collaboration. Many of the tools are only available (or applicable) to larger teams, but there are some useful features even for smaller collaborations.
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An example of the watermarking tool in Frame.io
Image: Adobe |
Admins now have the option to create brand templates that any user can apply, making it easier for teams to create consistent content with a branded visual identity. It’s also possible to protect work-in-progress content with custom watermarks, though you’ll need a Pro, Team or Enterprise account to use those.
While you may want to share your files with collaborators, you don’t necessarily need everyone to have editing or even commenting access. Adobe has added restricted folders, which allow you to keep things organized while protecting sensitive assets and discussions. These folders will allow you to set customizable permissions, changing who has access to view, comment or edit.
The Frame.io features are generally available today.
Camera
This accessory lets you control the angle of your lights from afar

Image: Falcam |
Working with lights can be challenging for many reasons, but partly because of the manual adjustments necessary as you dial in your setup or when changing your lighting. Accessory maker Falcam, a sub-brand of Ulanzi, aims to take some of that work out of the equation with its latest release, the Move LightGo.
The Move LightGo essentially adds a motorized head to your light stand, giving you remote access to angle adjustments. The device mounts to the light stand and attaches to the front of the light via Bowens mount. Unfortunately, lights with other mounts aren’t compatible with the Move LightGo.
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Image: Falcam |
Once attached, you can control the Move LightGo with a wired remote (included), a wireless remote with up to 30m (98.4′) of range (for purchase separately), or an app with up to 10m (32.8′) of range. It supports dual-axis movement with 170 degrees of tilt and 450 degrees of panning. Having the option to rotate and tilt the light without having to physically be near it could save a lot of time. Perhaps even more helpful, though, is the option for remote adjustment when the light stand is extended and out of arm’s reach.
Falcam explains that the Move LightGo even adds tilt capabilities. Most light setups can’t adjust a full 170 degrees with certain lighting modifiers attached because the stand gets in the way. However, since the Move LightGo extends the light away from the stand, it allows for extra tilt when working with larger modifiers.
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The MoveLight Go Wireless Remote.
Image: Falcam |
The Move LightGo allows users to assign unique numbers to each unit, so if they have multiple, they can control each one individually. You can also save and recall preset light positions for even faster adjustments. It also features screw holes and Arri location holes for adding additional accessories.
The device requires power, but it is compatible with multiple power solutions. That includes AC power input with USB-C connection (a standard power cable is included), power-sharing modules or a V-mount battery or power bank. Falcam sells two power adapter modules – the Move LightGo Cannon 600 and DC 200 – both of which are available for purchase separately for $15. It can hold up to 6kg (13.2lbs) and weighs 1.68kg (3.7lbs).
The Move LightGo is available for purchase starting today for $249. It includes a wired controller, but from April 2nd to April 13th, Falcam is including a free wireless remote control with every Move LightGo order.
Buy now:
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