San-X will always have the edge over Sanrio for me, because their characters are delightfully bonkers. Enter Mofutans, a gang of soft and pliable mochi bunnies!
Mofutans character goods are starting to make their way out of Japan and I have a severe case of WANT, especially the soft and squashy plushy bunnies.
Marceline is the co-founder and editor of Super Cute Kawaii and author of The Super Cute Book of Kawaii. She also designs cute character goods as Asking For Trouble. Having visited Japan five times, Marceline is enormously inspired by all things Japanese and especially loves bunnies, space and any kind of food object with a happy face.