Uma Musume and Sanrio announce new collaboration including exclusive merch
A new collaboration has been announced between the anime series Uma Musume Cinderella Gray and the Sanrio character unit, “Hapidanbui.”
The new partnership will feature a series of pop-up shops and retail corners selling exclusive merchandise.
Hapidanbui is a popular Sanrio unit consisting of six of the company’s classic “boy” characters: Pochacco, Tuxedosam, Keroppi, Badtz-Maru, Hangyodon, and Pekkle.
This new collaboration is based on a series of original illustrations that pair six of the horse girls from the Cinderella Gray anime with the six members of Hapidanbui, depicting them enjoying various locations in Osaka.
The official character pairings are as follows:
- Oguri Cap is paired with Pochacco
- Verno Light is paired with Keroppi
- Fuji Masa March is paired with Tuxedosam
- Tamamo Cross is paired with Badtz-Maru
- Sirius Symboli is paired with Pekkle
- Symboli Rudolf is paired with Hangyodon
An extensive line of merchandise featuring this new artwork will be available for purchase.
The full product lineup includes:
- Plush Mascot (6 varieties): ¥2,750 each
- Acrylic Stand (6 varieties): ¥1,980 each
- Big Acrylic Stand (6 varieties): ¥4,400 each
- Trading Can Badge (6 normal + 6 secret varieties): ¥550 each / ¥3,850 per box
- Trading Acrylic Keychain (6 random varieties): ¥880 each / ¥5,280 per box
- Trading Kira Kira Clear Card (12 random varieties): ¥550 each / ¥6,600 per box
- Die-cut Mobile Sticker (6 varieties): ¥440 each
- A4 Clear File (6 varieties): ¥440 each
- Hand Towel (6 varieties): ¥880 each
- B2 Tapestry (6 varieties): ¥3,300 each
- Drawstring Bag (6 random varieties, capsule toy): ¥500 each
A gift-with-purchase campaign will also be held, where customers who spend ¥2,000 or more on collaboration goods will receive a free, random postcard.
The pop-up shops will be held at five different locations, including a special space at the MBS Mainichi Broadcasting System building in Osaka, and at four different Kiddy Land stores.
The locations are:
- Osaka: MBS Mainichi Broadcasting 1F Lobby
- Tokyo: Kiddy Land Harajuku
- Saitama: Kiddy Land LaLaport Fujimi
- Shizuoka: Kiddy Land Shimizu
- Kyoto: Kiddy Land Kyoto Shijo Kawaramachi
The in-store events are scheduled to begin on Friday, the 29th of August, and will run until the 15th of September, 2025.
An online sale of the goods is also planned for late September via the Animaru store.
| calendar_month DATE | Aug 29 2025 - Sep 15 2025 |
|---|---|
| schedule TIME | ALL DAY |
| payments Cost | FREE |
| info Website | Official Website |
| location_on Location | Various |
|---|---|
| map Area | Nationwide |
| category CATEGORY | Anime/Manga Pop Up Shop |
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