They bring comfort in quiet moments of your daily life.
They travel with you, becoming part of special memories captured in photos.

Plushies are companions that stay by your side and bring little moments of joy into your day.

Sanrio’s “Standard Plush” series, known for its soft and fluffy texture, and the “Pitatto Friends” series, which can stand on their own thanks to magnetic feet and are designed for fun photo moments, are perfect examples of these comforting companions.

Here, we’ll introduce the thought, care, and behind-the-scenes stories that go into creating these products.

The “Standard Plush” series is designed to reflect a character’s basic form—in other words, how the character would appear if they existed in the real world.
From large plush toys you’ll want to hug tight, to smaller sizes perfect for children to carry around, a wide variety of options are available.

“We imagined what the character would look like if they appeared in the real world—and developed the concept from there,” says one of the product planners.

Turning a two-dimensional illustration into a three-dimensional plush toy is an extremely delicate and challenging process.

“With resin figures, which are also three-dimensional objects, the process often relies heavily on digital techniques like 3D modeling, allowing us to replicate the exact appearance of the 

In contrast, creating a plush toy involves many steps that are done entirely by hand—from drafting the patterns to the final finishing touches.

“The overall feel of the plush can change dramatically depending on how it’s sewn, the amount of stuffing used, and how tightly it's packed. That’s why we worked closely with designers and pattern makers through countless rounds of discussion to fine-tune every detail and ensure the shape truly reflects the character’s essence.”

From Hello Kitty’s iconic ribbon, to My Melody’s little paw pads, Cinnamoroll’s oversized ears, and Kerokerokeroppi’s webbed feet—every plush is crafted with great care to bring out the unique charm of each character, down to the finest detail.

While preserving the unique charm of each character, the series is unified by one common feature: all of the standard plush toys are designed in a “sitting pose.”

“We’ve added weighted pellets to the bottom so that the plush sits securely when displayed or held. We also chose a fluffy boa fabric for its soft touch, and carefully adjusted the pile length to make sure each character looks their absolute cutest,” explains Ito.

What’s more, while staying true to the character’s “basic form,” the designs have subtly evolved over time to reflect current trends.

“To match today’s popular ‘baby face’ look, we’ve rounded the shape of the head and made the head and eyes slightly larger,” says Ito.

In Japan, there’s a growing trend called “nui-dori”—taking your plush toys out to cafés or on trips and snapping photos with them. But one common challenge is that plushies often fall over or don’t hold their pose. The product planner behind this series experienced the same frustration.

“When I actually tried doing nui-dori myself, I realized how tricky it was to keep the plush standing upright or in a good pose—they’d fall over easily or lose their balance,” she explains.

Inspired by that experience, she began developing a new kind of plush that could stand on its own—more stable and perfect for photo moments.

That’s how the Pitatto Friends series was born. The word “pitatto” is a Japanese onomatopoeia that describes something sticking firmly in place. These plushies have magnets in their feet that allow them to “pitatto”—stick securely—to the included metal base and stand up on their own.

“We used strong magnets in the feet so the plush can stand firmly and won’t wobble. The base is made of thin metal, designed not to distract from the plush itself. On the bottom, it’s lined with cork for grip, so even if you're taking photos on grass or outdoors, the plush won’t get dirty—letting you enjoy nui-dori with peace of mind.”

Special attention was also given to the plushies’ pose.

“We carefully adjusted every detail with things like ease of dressing and the ability to hold small accessories in mind. In the end, we chose a pose with both arms open. We also added small rubber loops on the hands so they can hold tiny items securely.”

Additionally, the bodies are designed with a common shape, so the clothes currently on sale can be dressed on any character. Being able to mix and match your favorite outfits and accessories to create your own unique fashion is one of the series’ biggest appeals.

Launched on June 4, 2025, at Sanrio shops across Japan, the medium-sized “Plush Doll M” may take the fun of nui-dori to the next level. With movable neck, hands, and ears, you can pose the doll to look directly at the camera or create dynamic, expressive shots—making it easier to capture even more lively and charming photos.

If you look closely, no two Sanrio plush toys have exactly the same expression.

That’s because each part is carefully sewn together by machine, and every plush is finished by hand. Even the plastic parts like noses are applied individually by hand, and after a final quality check, the plushies make their way to stores.

“Although they’re made under strict standards, because each plush is hand-finished, no two are exactly alike when examined closely. But I believe that uniqueness becomes the plush’s own ‘personality,’ creating a special bond—like having a one-of-a-kind ‘My Very Own Hello Kitty.’”

Still, it’s natural to feel unsure when choosing a plush. So, what should you do?

“I hope you’ll bring home the plush that makes eye contact with you. I’ve experienced this myself—stopping by a store without any intention of buying, then suddenly locking eyes with a plush that seemed to say, ‘Hello, won’t you be my friend?’ and I just had to bring it home.

Such plush toys offer encouragement and watch over you in unexpected moments. And their soft, fluffy touch provides comfort and healing.”

“We hope that Sanrio characters will come to your home and gently be there for you—offering comfort in everyday moments and becoming a source of smiles and happiness.”
(The End)

©︎ 2026 SANRIO CO., LTD.

*This article is a re-edited version of the June 13, 2025 article.