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Umamusume Sanrio Characters Merchandise Debuts in Japan

Kite StenbuckBy
Umamusume Cinderella Gray - Sanrio Hapidanbui crossover merchandise announced
Image courtesy of Cygames and Sanrio

Animaru revealed that it will open temporary pop-up stores that sell crossover merchandise featuring Umamusume and Sanrio characters throughout the first half of September 2025. This collaboration will more specifically cover the Umamusume: Cinderella Gray anime and Sanrio’s Hapidanbui unit.

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As a note, the Hapidanbui unit comprises six of Sanrio’s male mascots: Keroppi, Pochacco, Tuxedosam, Bad Badtz-maru, Hangyodon, and Ahiruno Pekkle. The unit name is a shortened form of a Japanese sentence that means “Boys who want to be Happy aim for a V-shaped recovery.”

This crossover will primarily pair the following Umamusume characters and Sanrio mascots:

  • Oguri Cap with Pochacco
  • Belno Light with Keroppi
  • Fujimasa March with Tuxedosam
  • Tamamo Cross with Bad Badtz-maru
  • Sirius Symboli with Ahiruno Pekkle
  • Symboli Rudolf with Hangyodon

And here is the full list of merchandise that will be available, along with their prices in Japanese yen:

  • Plush mascot – ¥2,750
  • Acrylic stand – ¥1,980
  • Big acrylic stand – ¥4,400
  • Pin badge – ¥550 for a single random item or ¥3,850 for a 7-in-1 box (all 6 normals + 1 random secret)
  • Acrylic keychain – ¥880 for a single random item or ¥5,280 for a 6-in-1 box
  • Glittering clear card – ¥550 for a single random item or ¥6,600 for a 12-in-1 box
  • Die-cut mobile sticker – ¥440
  • A4 clear file – ¥440
  • Hand towel – ¥880
  • B2 tapestry – ¥3,300
  • Drawstring purse – ¥500
  • Postcard – Obtainable at random for every ¥2,000 in total purchases

The pop-up stores will appear simultaneously in five cities across Japan. All of them will have the same opening and closing dates from August 29, 2025, until September 15, 2025. Animaru will afterward open online orders for the same items in late September 2025.

The physical outlet location list is as follows:

  • Osaka: Mainichi Broadcasting System Umeda building – Lobby space on 1st floor
  • Tokyo: Kiddy Land Harajuku
  • Saitama: Kiddy Land LaLaport Fujimi
  • Shizuoka: Kiddy Land Shimizu at S-Pulse Dream Plaza
  • Kyoto: Kiddy Land Kyoto Shijokawaramachi

The Umamusume: Cinderella Gray – Sanrio Hapidanbui crossover pop-up shop will be available in multiple locations across Japan from August 29, 2025, until September 15, 2025.

Kite Stenbuck
About The Author
Kite is a Japanese translator and avid gamer from Indonesia, Southeast Asia who learned the language mostly by playing Japanese games from the PS1 era. He primarily translates news about Japanese games and anime straight from Japan. After initially starting with a focus on Dynasty Warriors communities from the mid-2000s, he eventually joined Siliconera in 2020. Other than Dynasty Warriors, Kite is also a big fan of Ace Combat and other games featuring mechs, especially Gundam.