In this set, the two Hello Kitty are representing the Emperor and the Empress, dressed in Heian period costumes, with exactly the same style as the traditional dolls.
The set is obviously produced by Sanrio and I bought it right from a store specialized in traditional Hina Matsuri dolls.
EXIF info:
Nikon D90
Lens: VR 18-55mm F/3.5-5.6G
Focal Length: 25mm
Aperture: F/4.2
Shutter Speed: 1/50s
ISO Sensitivity: ISO 200