Hello Kitty's fluffy bear charms launch on 15 October
Sanrio House's third Fluffy Hello Kitty Bear Charm collection launches on 15 October with six blind-box designs and a secret colour.
Sanrio House is releasing the third Fluffy Hello Kitty Bear Charm collection on 15 October, with six blind-box designs including one secret colour. 1
What is in the collection
The new charm wraps Hello Kitty in a soft bear-themed outfit, with brown, pink and blue variations among the regular designs. Each blind box costs ¥3,960, and the secret colour means buyers will not know exactly which version they have until opening it. 1
The packaging has also been redesigned around a milk-inspired café-au-lait look, giving the third release a slightly different presentation from the earlier collections. 1
Where to buy it
The collection goes on sale at Sanrio House Lumine Shinjuku 2 at 11 a.m. on 15 October and at Sanrio House LUCUA at 10:30 a.m. the same day. Sanrio House's official online shop and USAGI ONLINE begin sales at noon. 1
The physical shops are using ticket distribution and advance reservations through their official LINE accounts to manage crowds. Online purchases are limited to one item per person. 1
Our opinion
Blind boxes are an easy format to overcomplicate, but this release understands the appeal: the character design is immediately readable, the plush texture gives the charm a tactile hook and the secret colour adds just enough lottery energy without hiding what the collection is. The practical detail is the one-item online limit, so collectors should decide whether they want a single surprise or a longer hunt before launch day.
- Sanrio House's third Fluffy Hello Kitty Bear Charm collection launches on 15 October 2026.
- The collection includes six designs, one of them a secret colour, at ¥3,960 per blind box.
- Retail and online launch times and purchase limits vary by seller.