Sanrio characters turn into squirrels for adorable new autumn goods collection

Sanrio has revealed a new autumn themed merchandise line featuring some of their most popular characters.

The new “Squirrel Moffumoffu Design Series” collection reimagines the beloved characters as cute squirrels, each with a large, fluffy tail and holding a cookie.

The designs incorporate plaid patterns and other seasonal materials to evoke the feeling of the beginning of autumn.

The product lineup features a wide range of plush toys, accessories, and other goods.

Let’s take a look at the full collection, which includes seven different types of items!

1. Plush Toys (3 varieties): ¥3,498 each

A cute plush of a character dressed as a squirrel, holding a cookie, with a fluffy tail as the charm point.

2. Mascot Holders (5 varieties): ¥2,497 each

A cute mascot keychain of a character dressed as a squirrel.

3. Pouches (5 varieties): ¥2,497 each

A pouch with a fluffy tail as the key feature, perfectly sized for small cosmetics or mobile accessories.

4. Keyholders (5 varieties): ¥1,397 each

A keychain with a big, impactful boa material tail and a cute, flocked character mascot.

5. Tote Bag: ¥3,696

An A4-sized tote bag with a fluffy tail as the main design point.

6. Tissue Box Case: ¥3,696

A tissue box cover with an attached mascot that will brighten up any room.

7. Secret Brooches (8 random varieties): ¥990 each

A “blind box” collection of cute, boa material mascot brooches with a peeking pose, perfect for attaching to bags or clothes.

The release of the new collection will be staggered over several days.

An early launch will be held at the Sanrio NISHIGINZA store on Tuesday, the 9th of September, 2025.

This will be followed by the main nationwide launch at most Sanrio stores, department store counters, and the official Sanrio online shop on Wednesday, the 10th of September, 2025.

A final release for select stores in western Japan is scheduled for Thursday, the 11th of September, 2025.

Due to the high demand expected for this new collection, strict purchase limits will be in place for the first week of the launch and customers will only be able to purchase 2 of each item/character and a total of 8 secret brooches (1 full box).