Sanrio’s Sonic Collab Returns with 2 Adorable New Mini Figure Collections
SEGA has unveiled some seriously cute new SONIC & FRIENDS merchandise, including two adorable mini figure collections based on the series’ ongoing Sanrio Characters collaboration.
The “Fuwa Fuwa Figure Enjoy” and “Fuwa Fuwa Figure Relax” mini figure collections each feature Sonic characters wearing Sanrio-themed kigurumi-style costumes.
SONIC & FRIENDS debuted as a short-form animated series on TikTok in August 2023 and stars Sonic, Amy, Tails, Knuckles, Dr. Eggman, and other familiar characters in a variety of lighthearted adventures.
The series has attracted a substantial global audience, with individual episodes exceeding two million views within a month and generating enthusiastic responses from fans around the world.
The collaboration merchandise draws inspiration from the popularity of those animated shorts while pairing Sega’s iconic characters with some of Sanrio’s most beloved mascots.
Both the “Fuwa Fuwa Figure Enjoy” and “Fuwa Fuwa Figure Relax” assortments share the same character lineup, but present the characters in different poses and moods.
The figures depict the cast either having fun or unwinding, with large, expressive sculpts designed to emphasize their playful personalities.
Each costume incorporates a soft flocked finish that gives the Sanrio-inspired outfits a fuzzy texture and plush-like appearance.
Both the “Enjoy” and “Relax” collections feature Sonic dressed as Hello Kitty, Tails dressed as Cinnamoroll, Knuckles dressed as Kuromi, Amy dressed as My Melody, and Dr. Eggman dressed as Pompompurin.
A Shadow dressed as Hangyodon figure is included as a secret character in each assortment.
Every figure comes complete with a display base and a collectible character card.
Individual figure purchases are randomly packed, while unopened box sets contain the complete assortment of standard and secret figures.
Each “Fuwa Fuwa Figure Enjoy” and “Fuwa Fuwa Figure Relax” blind-box figure is priced at ¥1,870 (approx. $13 USD/ £9 GBP), while complete box sets cost ¥11,220 (approx. $76 USD/ £56 GBP) and contain all figures when purchased unopened.
In addition to the figure collections, the SONIC & FRIENDS mascot range is expanding with new entries based on Silver, Chao, and Rouge.
These mascots include attached ball chains, allowing fans to display them on bags, pouches, backpacks, and other personal items.
The Chao mascot is priced at ¥1,540 (approx. $10 USD/ £8 GBP), while the Silver and Rouge mascots are each available for ¥1,980 (approx. $13 USD/ £10 GBP).
The collaboration’s first merchandise wave is also preparing for wider availability and includes acrylic figure collections, mini shoulder bags, pouches, and die-cut hand towels.
The acrylic figure collection and die-cut hand towel range feature all six crossover pairings: Sonic and Hello Kitty, Tails and Cinnamoroll, Knuckles and Kuromi, Amy and My Melody, Shadow and Hangyodon, and Dr. Eggman and Pompompurin.
The mini shoulder bags and pouches are available in two designs centered on Sonic and Hello Kitty or Shadow and Hangyodon.
The acrylic figure collection will be available at ¥880 per pack (approx. $6 USD/ £4 GBP) or ¥5,280 per box (approx. $36 USD/ £26 GBP).
The mini shoulder bags are priced at ¥4,180 each (approx. $28 USD/ £21 GBP), while the pouches retail for ¥3,630 each (approx. $25 USD/ £18 GBP).
The die-cut hand towels are priced at ¥1,650 each (approx. $11 USD/ £8 GBP).
Pre-orders for the “Fuwa Fuwa Figure Enjoy” and “Fuwa Fuwa Figure Relax” collections, along with the new SONIC & FRIENDS Silver, Chao, and Rouge mascots, are now open through the Sega Fave Store ahead of their planned July 2026 release.
The first wave of SONIC & FRIENDS x Sanrio Characters merchandise will become available via general hobby goods retailers and variety stores across Japan on July 17, 2026.
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