New Uma Musume Pretty Derby collab campaign begins at Lawson
A new collaboration campaign between the nationwide convenience store chain Lawson and the popular mobile game Uma Musume Pretty Derby has begun.
The event, which started earlier this week, features four of the game’s “horse girls”: Mejiro McQueen, Win Variation, Danon Frame, and Chrono Genesis.
The campaign includes a variety of in-store promotions, exclusive products, and merchandise.
A gift-with-purchase campaign is being held, where customers who buy any three qualifying snack products at the same time can receive one of five different, original A4 clear files for free.
A special product collaboration has also been launched with Meiji’s iconic chocolate snacks, “Kinoko no Yama” (Mushroom Mountain) and “Takenoko no Sato” (Bamboo Shoot Village).
These popular treats are being sold in special, limited-edition packaging that features the four horse girls, and each box also comes with a free, original mini acrylic stand.
A separate line of larger, exclusive acrylic stands is also available for purchase.
These can be bought directly at the stores, and are also available for pre-order through the in-store “@Loppi” terminals and the HMV&BOOKS online website.
Fans can also use the in-store “Lawson Print” multi-copy machines to print out a series of exclusive, high-quality photo “bromides” of the four featured characters.
The new Uma Musume Pretty Derby collaboration campaign began at Lawson stores across Japan on Tuesday, the 19th of August, 2025.
This post may contain affiliate links, and Essential Japan may earn a commission if you purchase through them.
