Sanrio rolls out new collaboration line and reissues top character merchandise in Japan

Sanrio announced the launch of a new line of goods co‑branded with the Inazuma Eleven ‘Heroes of Victory Road’ franchise. The items, featuring original and mini‑character designs such as Hello Kitty paired with series protagonists, will be available for pre‑order online from 29 June 2026 and will reach Sanrio’s Ikebukuro P’PARCO store on 14 August 2026. The collection includes badge sets, acrylic key‑chains, stands, stickers, posters and more, with special pairings like Mori × Hello Kitty and Shuya × My Melody.

On the same day, Sanrio’s partner Avail began a limited‑time online re‑sale of the five highest‑ranked characters from the recent Sanrio Character Award. The lineup—Pom Pom Purin, Cinnamon Roll, Pochacco, Kuromi and Hello Kitty—features apparel and accessories such as T‑shirts and bags, sold exclusively through the Shimamura Park online store with no physical retail offering.