Sanrio announces new “Summer Festival” themed merchandise collection
Sanrio has revealed a new range of merchandise themed around the traditional Japanese “Natsu Matsuri,” or summer festival.
The new “Character Summer Festival! Design Series” features a range of merchandise that incorporates classic elements of these popular summer events.
Summer festivals are a major part of Japanese culture, known for their lively atmosphere, traditional food stalls, and attendees dressing in light summer kimono known as yukata.
This new Sanrio merch line brings that festive spirit to a variety of collectible goods.
The collection features a lineup of eight different Sanrio characters, including Hello Kitty, My Melody, Kuromi, Cinnamoroll, and Pompompurin.
The first product in the series are mascot holders, which are small plush keychains.
Each of the eight characters is depicted wearing a yukata with a pattern based on their own individual design, and each is wearing a tiny replica of a festival mask.
The collection also includes two “secret” or blind-boxed items, where the specific character received is randomized.
One is a series of eight different functional whistle charms, designed to look like festival toys.
The other is a set of eight different hair clips, shaped like the character masks seen at festivals, which are designed to hold back hair without leaving a crease.
The full product lineup and prices will be as follows:
- Mascot Holders (8 varieties): ¥2,497 each
- Secret Whistle Charms (8 varieties, 1 supplied at random): ¥990 each
- Secret Hair Clips (8 varieties, 1 supplied at random): ¥792 each
For the secret items, complete sets containing all eight different designs can also be purchased, depending on store availability.
The release of this new collection will be staggered over several days.
An early release will take place at the Sanrio NISHIGINZA store on Wednesday, the 23rd of July, 2025.
This will be followed by the main nationwide launch at most Sanrio stores, department store counters, and the official Sanrio online shop on Thursday, the 24th of July, 2025.
A final release for stores in select western regions, including Kyushu, Hiroshima, Yamaguchi, and Okinawa, is scheduled for Friday, the 25th of July, 2025.
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