Happy Kuji “Baymax” vol. 2.0 is set to launch across Japan starting on Friday, 2 May 2025！
This year’s Happy Kuji theme centres around the idea of spending every day with Baymax – the healthcare robot from Disney’s animated film Big Hero 6. The top prize, Prize A, features a large-scale plush called “Baymax Hug! Plush Toy”, designed to replicate one of the film’s most memorable scenes where Baymax gives a warm, comforting embrace. This extra-large plush comes with a pocket in its belly, offering a unique and interactive design that brings the magic of the movie into daily life.
The full lineup includes a range of everyday items, such as themed T-shirts and compact pouches, each one thoughtfully designed to offer both practicality and a sense of comfort. These items are perfect for those who want to keep Baymax close by during their daily routines—whether it be at work, school, or home. For those who draw the final ticket in a given box, a special “Last Prize” awaits: a large soft vinyl figure standing at 45 centimetres tall. This collectible is approximately one-quarter the scale of the character as seen in the film and offers a striking visual presence.
This new collection celebrates the enduring bond between Hiro and Baymax, the robot created by his late brother. Their journey, centred around healing, friendship, and adventure, has resonated with audiences worldwide – and now, fans can bring a piece of that story into their own homes.
In addition to the physical lottery items, 7-Eleven stores across Japan will participate in a supplementary campaign via their in-store multi-copy machines. From Thursday, 1 May 2025, fans can print limited-edition Baymax bromides (photo prints) using these machines. Each print is randomly selected from a set of eight unique designs, adding another layer of excitement for collectors. This promotion will be released in four waves, eventually offering a total of thirty-two different postcard-style bromides. The campaign creates a sense of anticipation and encourages repeat visits, aligning with the overall brand strategy of sustained engagement.
The pricing for Happy Kuji “Baymax” vol. 2.0 remains accessible, with each ticket available for 790.90 yen (including tax). While the launch is scheduled for 2 May.
Baymax remains a symbol of care, emotional support, and resilience. At a time when many consumers are seeking comfort and stability in their lives, the reintroduction of this character in such an endearing format feels especially timely. The interactive and sentimental nature of the products—particularly the Hug! Plush—invites people of all ages to reconnect with their emotional side, making the experience more than just a transaction. It becomes a moment of joy, nostalgia, and connection.
As Happy Kuji “Baymax” vol. 2.0 makes its debut this spring, it is poised to capture the hearts of both long-time Disney fans and new audiences. With its thoughtful design, strategic rollout, and emotional appeal, the campaign represents a successful fusion of marketing acumen and storytelling charm.
