LaLa 50th anniversary campaign brings Lawson anime goods
Lawson’s LaLa 50th anniversary campaign brings limited goods, giveaways and a Mamoru Miyano in-store broadcast to Japan from 27 October.
LaLa’s 50th anniversary campaign is coming to Lawson stores in Japan on 27 October, bringing limited-edition goods and bonuses themed around several of the magazine’s best-known manga series. The campaign includes new artwork tied to The Story of Saiunkoku, Ouran High School Host Club, Vampire Knight and Natsume’s Book of Friends, alongside a special in-store broadcast by voice actor Mamoru Miyano.12
The first giveaway begins at 7am on 27 October. Customers who buy three eligible snack products can receive one of five art sheets, while stocks last. Lawson says each participating shop will have 20 of each design, with a limit of one of each design per person per shop. The giveaway runs until 9 November, although individual stores can run out sooner.1
The campaign also includes a Lawson X competition. People who follow Lawson’s official account and quote-post the campaign announcement with the phrase “Lawson LaLa campaign” can enter a draw for one ¥10,000 QUO Card. The entry window opens with the campaign post on 27 October and closes on 2 November.12
The goods and where to find them
Limited acrylic stands, acrylic badges and nail tips will be sold in participating Lawson shops from 27 October. The official goods page lists acrylic stands at ¥1,980 each and acrylic badges at ¥880, with designs spanning the four featured series. Additional Ouran High School Host Club designs will be available through @Loppi and HMV, including characters from the Host Club’s central cast.1
Those online and reservation channels will also carry larger items such as plush toys, canvas boards, tote bags and character pouches. Lawson Print will add 62 sticker designs to its in-store multifunction copier service from 27 October to 28 December, priced at ¥400 for an L-size print or ¥600 for a 2L-size print.1
There is a separate audio element too. Lawson’s CS Hot Station in-store service is scheduled to play an original LaLa 50th anniversary broadcast featuring Mamoru Miyano from 22 October to 2 November. That means the campaign is not limited to a shelf of merchandise: it also turns participating shops into a small promotional event for the magazine’s half-century celebration.12
What to know before shopping
Lawson warns that product designs, prices, specifications and release dates can change, and that availability is limited. Store launch times may vary by location, while some areas receive the goods on later dates. The campaign excludes some Lawson formats, including Natural Lawson, Lawson Store 100 and L Mini Mart, so shoppers should check the official store and product information before making a trip.1
The campaign is a particularly broad showcase for LaLa’s catalogue because it puts newer retail merchandise alongside recognisable titles from different eras. Ouran High School Host Club and Natsume’s Book of Friends are likely to draw the most immediate attention from anime fans, but the range also gives The Story of Saiunkoku and Vampire Knight a visible place in the anniversary promotion. The official key visual and goods pages make the celebration’s focus clear: this is a catalogue-wide commemoration, not a tie-in for one current anime series.1
Our opinion
The useful thing about this campaign is its clarity. Lawson has split the promotion into a free art-sheet giveaway, shop merchandise, online reservations, print-on-demand stickers and an in-store broadcast, so fans can choose how much of the celebration they want to follow. The main caveat is the usual one for limited retail collaborations: a product being listed online does not guarantee that a nearby shop will still have it. Checking the official campaign pages and store locator before travelling is the sensible approach, particularly for the first morning’s art sheets and shop-only goods.