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 the author of The Super Cute Book of Kawaii. She lives by the seaside in Scotland in a flat full of kawaii, creating cute character goods as Asking For Trouble, working on endless craft projects and playing Nintendo.