New Sanrio model kits are fun for both beginners and more seasoned kit builders
Japanese toy manufacturer Agatsuma has announced a new line of plastic model kits featuring popular Sanrio characters.
The new “Sanrio Assemble Plastic Doll” product series has already gained attention in the toy industry, winning an award in the “Kidult” category of the “Toy Stores’ Choice for This Year’s Bestselling Toys 2025” awards.
The term “Kidult” is a portmanteau of “kid” and “adult,” referring to a growing market segment of toys and collectibles designed to appeal to adult consumers who maintain a youthful spirit.
The “Sanrio Assemble Plastic Doll” series is designed to be accessible even to those with no prior experience in building model kits.
All the parts on the plastic runners come pre-painted, so the character figure can be completed simply by assembling the pieces.
The first release in the series is themed around a “Candy Factory” concept and the lineup features four of Sanrio’s most well-known characters.
The available kits are:
- Hello Kitty
- Cinnamoroll
- My Melody
- Kuromi
Each completed figure has a posable head and hands, allowing for some simple expression changes.
A key feature of the kits is a special magnetic base. Each figure has magnets embedded in them, which allows them to stand freely on the base without pegs or glue.
The individual bases also come with connection parts, allowing them to be linked together.
This feature encourages fans to collect all four characters to create a larger, unified diorama display.
The manufacturer has stated that more releases in this “Kidult”-focused series are planned for the future.
Each of the “Sanrio Assemble Plastic Doll – Candy Factory” kits is priced at ¥3,300 and they will be sold at Sanrio shops, Sanrio corners in department stores, and the Sanrio online shop, as well as at variety and hobby goods retailers across Japan, from late July/early August, 2025.
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