By Joy Kraft
The Cincinnati Enquirer

Think gleeful instead of ghoulish. It's shaping up to be a kinder, gentler Halloween.

Blood and guts are out. Fun and sexy are in for this year's dress-up set, according to theatrical and costume shops.

And business is much better than last year's Halloween season following Sept. 11, when nary a mask was needed to get people feeling jumpy.

"This year's coming on strong,'' says Jonn Schenz of Schenz Theatrical Supply in Camp Washington.

"We're getting a positive feeling. I'm seeing lots of smiles coming in, and people are going for fun costumes like saloon girls, can-can girls, Wizard of Oz, cowboys, gamblers.

"It's a different attitude. They want to smile and have fun."

"Cute things," is how Beck Rouse, manager of Theater House in Covington describes what's moving.

"Clifford the Big Red Dog, Raggedy Ann and Raggedy Andy. A mustard and ketchup" just went out the door, she says.

Unlike years past, there won't be one character dominating the trick-or-treat sidewalks and punch bowls.

There will be many a Scooby Doo and Austin Powers toting candy bags, but also SpongeBob SquarePants - even for adults - Harry Potters and a castle full of wizards, princesses, Draculas and super-charged crusaders.

"I don't see the industry being driven by any one thing as in years past," says Ray Cappel, buyer of the decorating/craft chain, who says the stores do their Halloween ordering in March.

"We're selling more of a cross-section of merchandise, and that's a good thing because that's how we buy for any one season. If one thing drives the season, it's a more precarious situation."

Spidery look sells well

"We're not noticing a lot of trends,'' says Caren Young of Cincinnati Costume Co. on McMicken.

Nevertheless, "Spider-Man is renting really well,'' she says. Nationally, Spider-Man is the season's best seller, according to online retailer BuyCostumes.com.

The patriotic wave of last year remains strong in Greater Cincinnati.

"Our Statue of Liberty costumes for adults are selling well,'' says Bill Diehm of Party City in Springdale. George Washingtons and Abe Lincolns are going out the door quickly at Cincinnati Costume Co.

Batman and Catwoman are always popular at Costume Castle at Ward's Corner and owner Alice Andolina says Austin Powers is "right behind with that whole '70s," along with the ever-popular Elvis, "pimp daddies and their girlfriends."

"Anything sexy - sexy cats, sexy nurses, sexy schoolgirls, sexy UPS people - they just want sexy," says Deb Kathman, manager of BOOmer's Halloween Express at Sycamore Plaza in Kenwood. The shop donates 50 percent of its proceeds to the Boomer Esiason Foundation and Cincinnati Children's Hospital and Medical Center for cystic fibrosis research (Boomer selling costumes for cause).

Itty-bitty shorts and skirts with go-go boots and cha-cha boots, some with platform and 5-inch heels, are hot. "They're definitely not looking for comfort," Ms. Kathman says.

Children tend to drive the costume market when sales start to warm up in mid-September, says Mr. Cappel, while adults tend to wait until the last minute.

And movies influence kids more than adults. Boys still like superheroes, especially the web spinner, ninjas and soldiers. Girls take the pretty route, with princess, rock star and Josie and the Pussycats outfits.

Most shops make sure they stock couples costumes for last-minute adult shoppers.

"When we buy, we're sensitive to couples,'' says Mr. Cappel. Gangsters and flappers, prisoners chained together, priests and nuns," says Mr. Schenz.

Masks aren't selling well

One thing that doesn't sell very well anymore is the single mask.

"They are a staple but not a driving force anymore,'' Mr. Cappel says.

With the advances in makeup, hair spray, glitter and the colored latex and custom kits to create Frankensteins, witches, ghouls and vampires, masks take a back seat.

"People are more safety-oriented these days,'' Mr. Cappel says.

"And you can't eat, drink or, god forbid, smoke in a mask,'' says Mr. Schenz.

USA Today contributed.