Sanrio Unveils Adorable New Kitten Themed Merch Line
Sanrio has announced the release of a new merchandise lineup featuring their beloved characters in soft, feline-themed costumes.
The “Milky Kitten Design Series” reimagines popular mascots such as Hello Kitty and Cinnamoroll in pure white, fluffy cat outfits accented with “milky” pastel colours.
Sanrio is a global lifestyle brand best known for creating Hello Kitty in 1974 and has since established a massive portfolio of “kawaii” characters.
For this specific line, the design concept focuses on gentle colour palettes inspired by strawberry milk, peach milk, and soda milk.
The characters are depicted with fluffy fur textures, large ribbons, and adorable cat-like poses, such as sitting or sleeping.
The lineup includes a wide variety of goods ranging from plush toys and fashion accessories to stationery and blind-box collectibles.
Let’s take a look at the full “Milky Kitten Design Series” merch collection!
- Plushies (3 Types)
- Price: 3,696 yen (approx. $25 USD / £20 GBP)
These plush toys feature a sitting pose and back ribbons designed with dots and paw prints.
- Mascot Holders (5 Types)
- Price: 2,497 yen (approx. $17 USD / £13 GBP)
Small, fluffy mascots featuring tails adorned with ribbons.
- Hair Bands (3 Types)
- Price: 1,980 yen (approx. $13 USD / £10 GBP)
Made of soft boa material, these bands feature a 3D mascot that looks like it is resting on the wearer’s head.
- Tote Bag
- Price: 2,497 yen (approx. $17 USD / £13 GBP)
An A4-sized bag decorated with cat ears and a puffy paw print pattern.
- Pouch
- Price: 2,200 yen (approx. $15 USD / £12 GBP)
Features cat ears, paw prints, and a removable ribbon charm.
- Sticker Set
- Price: 550 yen (approx. $4 USD / £3 GBP)
A set of stickers ideal for decorating smartphone cases or notebooks.
- Secret Mascot (8 Types)
- Price: 990 yen (approx. $7 USD / £5 GBP)
Blind-box mascots in sleeping poses, accompanied by a mini cushion.
- Keyholder (5 Types)
- Price: 1,397 yen (approx. $9 USD / £7 GBP)
Features a 3D mascot with a swinging tail mechanism.
Sales are scheduled to begin in stores across Japan on Wednesday, February 18, 2026.
Stores in the Kyushu region, Hiroshima, Yamaguchi, and Okinawa will begin sales on Thursday, February 19, 2026.
The Keyholder pieces will have a delayed release scheduled for late February.
The collection will be available at Sanrio direct management stores, Sanrio corners in department stores, and the Sanrio Online Shop.
Purchase limits are in effect from February 18 to February 24, restricting customers to one of each piece per character (or eight for the Secret Mascots).
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