Items of kiwiana are generally either unique to, or particularly common to New Zealand, particularly from the early and mid twentieth century. Although the term is sometimes used to describe any and all New Zealand icons, it is more commonly used to describe pop culture items such as toys or branded foods. A few more serious national icons have become kiwiana through heavy use in advertising and the souvenir industry. These include the kiwi and the hei-tiki. Kiwiana is generally seen as a form of kitsch.