The latest craze from Japan might be "pocket monsters," but they're nothing like Godzilla.

In fact, they're so cute, they're scary. They're called Pokemon (poke-EE-mahn)--a collection of 150 colorful, amorphous creatures with names like Pikachu, Pidgey, Charmander, Weedle and Squirtle. And millions of preteens have turned their obsession with these characters into big business.

There are comic books, plush toys, T-shirts, posters, CDs and even snacks. A 7 a.m. cartoon show is a must-see before the school bus arrives. And then there are the trading cards, being collected and exchanged like so many stocks and bonds.

"It's absolutely insane," said Jim Mortensen, owner of The Comix Revolution at the Randhurst Shopping Center in Mt. Prospect. "This is the most popular product we've ever sold. And I don't see any end in sight right now."

On Saturday, the craze comes to the center court of Spring Hill Mall in West Dundee, where hundreds of young fans are expected for a Pokemon event.

Stores from Chicago to Cicero to Schaumburg are finding it hard to keep Pokemon products in stock. The Comix Revolution ran out of trading cards weeks ago.

Nintendo introduced the phenomenon in Japan about three years ago with its Game Boy video games. They were made available in the United States last fall and have been selling at the rate of 13,400 a day at $30 a pop. Since 1995, sales in Japan have surpassed 12 million.

In America, Pokemon was a huge seller during the holiday shopping season and even through the first part of the year, when toy sales are traditionally slow.

In essence, Pokemon is an electronic update of the old game of rock, paper, scissors. Each of the 150 characters has its own set of strengths and weaknesses it uses to defeat foes. Some breathe fire. Others fly, sing or squirt water.

Take Pikachu, by far the most popular creature. He's a bright yellow electronic mouse who lives in the forest, eats fruit and can electrocute enemies with his rosy cheeks.

And the creatures never die. They just pass out and come back to life in a later contest. The relatively non-violent nature of the game appeals to many parents. There's no blood, no gore--unlike with Teenage Mutant Ninja Turtles or the popular video game, Mortal Kombat.

"Pokemon are almost repellently cute," said Joyce Greenholdt, an editor at Comics Buyers' Guide.

The game is most popular with boys under 10, but some girls find the creatures likable too. The Nintendo Game Boy has two versions, neither with the full set of characters. So, players hook up Game Boys to trade Pokemon or play against each other.

"Pokemon is really cool because they're creatures that spit fire and fly and do battle," said Liz Stock, 16, of Prospect Heights, who was buying a CD of Pokemon theme songs for a friend recently. "You can fight with your friends and gain more Pokemon."

Garrett Staniec, 11, of Glenview, said Pokemon has become his newest passion. He used to be into Power Rangers and Ninja Turtles but says now they're passe.

"I had everything Power Rangers there ever was," said Staniec, a 6th grader at St. Catherine's Laboure School in Glenview. "I hate them now.

"I like Pokemon because it's so easy to figure out. And you can play it on long car rides while your parents put on really old, boring songs."

His sister, Caitlin, 8, had another explanation for the game's popularity. "It's educational; it makes people get along because all of the Pokemon get along together. All of the boys in class, except one, are into it."

Tim Brodnan, of Rolling Meadows, said the trend has even helped his 11-year-old son, David, make new friends.

"My kid has always been an introvert," Brodnan said. "All of a sudden, he's got kids calling him up and coming over to trade Pokemon. There are days when I've got six kids in my house."

For additional information about Saturday's event in West Dundee, call 847-428-2200.