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I definitely had play make-up in elementary school in the 80s. Some of it was Hello Kitty brand. I also remember quite clearly that we were not allowed to wear it to school (except on Halloween, natch), or anywhere in public for that matter. For me this one goes under the category of "kids want to play at everything they see grownups doing." No big deal unless the parents start sending them out looking like little JonBenets.