Sanrio's New Gyaru Merch Collection Is Packed With Glitter, Leopard Print and Nostalgic Style

Sanrio is embracing the ongoing Heisei revival trend with a new merchandise collection inspired by the bold gyaru fashion that defined Japanese pop culture during the late 1990s and 2000s.

Sanrio has remained one of Japan’s most recognizable character brands for decades, with icons including Hello Kitty, My Melody, Kuromi, Cinnamoroll and Hangyodon continuing to inspire everything from fashion and accessories to home goods and collectibles around the world.

The new “Gyaru Mori MAX Design Series” takes inspiration from the glitter-heavy aesthetic of the Heisei era, combining sparkling finishes, colorful outfits, rhinestone-style details and eye-catching leopard print to create a collection that celebrates one of Japan’s most memorable fashion movements.

The lineup spans apparel, accessories, stationery, bags and plush-inspired items, giving fans plenty of ways to add the nostalgic style to their everyday routine:

Mascot Holders, priced at ¥2,497 each (approx. $17 USD / £13 GBP), feature four different character designs dressed in vibrant gyaru-inspired outfits complete with face paint-style details and decorative tail accessories.

Face Cushions, priced at ¥3,498 each (approx. $24 USD / £18 GBP), are available in two designs and use vivid colors to create eye-catching room décor inspired by Sanrio’s popular characters.

Folding Mirrors, priced at ¥2,497 each (approx. $17 USD / £13 GBP), double as portable stand mirrors and are finished with generous amounts of glitter to match the collection’s flashy theme.

A Tote Bag, priced at ¥3,993 (approx. $27 USD / £21 GBP), offers enough space for A4 documents and features shimmering leopard-print fabric alongside a fluffy mascot enclosed within a transparent PVC pocket.

A Pouch, priced at ¥2,695 (approx. $18 USD / £14 GBP), carries over the same sparkling leopard-print finish and transparent mascot detail in a size that’s ideal for cosmetics and other everyday essentials.

An Eco Bag, priced at ¥1,496 (approx. $10 USD / £8 GBP), folds neatly into its own internal pocket and includes a loop for attaching it to bags or hooks when not in use, making it a practical option for convenience store trips and smaller shopping runs.

A Sticker Set, priced at ¥792 (approx. $5 USD / £4 GBP), combines rhinestone-effect stickers with holographic designs that can be used to decorate smartphones, notebooks, laptops and other personal items.

Character Straps, priced at ¥1,397 each (approx. $9 USD / £7 GBP), pair three-dimensional mascot charms with colorful sparkling beads to capture the playful spirit of the collection.

Secret Camera Cases, priced at ¥990 each (approx. $7 USD / £5 GBP), are available in eight surprise designs and can be used to store small accessories such as contact lenses or hair clips, while the removable photo insert and included rhinestone stickers allow fans to personalize each case.

The “Gyaru Mori MAX Design Series” will be available through Sanrio stores, participating department store Sanrio sections and the Sanrio Online Shop, with sales beginning on July 23, 2026, while selected stores across Kyushu, Hiroshima, Yamaguchi, Kagawa, Ehime and Okinawa will begin selling the collection on July 24, 2026.