SWIMMER and Sanrio Characters are teaming up once again for a second round of their adorable collaboration, and it’s launching on Friday, 25th July 2025. You’ll be able to grab the new collection from Sanrio’s official shops, their sections in department stores, or online at the Sanrio Online Shop from 10am.
This new drop brings together the charm of Sanrio’s much-loved characters like Hello Kitty, My Melody, and Cinnamoroll with SWIMMER’s signature retro-cute style. The result? A dreamy mix of pastel colours, sweet little details, and designs that are just bursting with charm!
There’s a bit of everything in this release – soft and squishy plush toys, fun mascot keychains, see-through vinyl tote bags, and pretty little zip pouches. It doesn’t stop there. There are also cute containers you can pop on your shelf, sticker sets for decorating anything and everything, and even masking tape that comes with its own little case. And for those who love a surprise, there are mystery mini pouches and charms, all blind-packed, so you won’t know which one you’ve got until you open it.
If you shopped the first collab back in January 2024, you’ll know how fast things sold out – and this new round is expected to be just as popular.
To keep things fair, Sanrio are putting in a few buying limits. You’ll only be able to buy one of each item per character, and for the mystery items, you can pick up to eight of each. These limits will be in place from 25th to 31st July. Just a heads-up: not every shop will have the full range, and you won’t find these bits in outlet shops or Sanrio Cafés.
SWIMMER’s been around since 1987 and was a big hit for decades, loved for its quirky, sweet designs and colourful accessories. It took a short break in 2018 but came back strong in 2020 under a new company, and it’s won over old fans and new ones all over again. This partnership with Sanrio has been especially loved, bringing together two iconic brands in the cutest way possible.
