GU and Sanrio to launch HAPPY HEART COLLECTION on January 25, 2027

GU and Sanrio Characters will release the apparel collection “HAPPY HEART COLLECTION,” built around heart motifs and featuring Hello Kitty, Cinnamoroll, Tiny Chum and Milk, according to animeanime.jp. The collection goes on sale at GU stores and the official online store on January 25, 2027 (Monday).

The long-sleeve satin pajamas come in two designs: an off-white version showing Hello Kitty enjoying a cake-and-milk snack time, and a navy version with Cinnamoroll and Milk snuggling together.

The kids' graphic T-shirts are offered in three colors: pink with Hello Kitty and Cinnamoroll surrounded by sweets, light blue with Cinnamoroll and Milk, and off-white with Hello Kitty and Tiny Chum wearing matching ribbons in a dot pattern.

The long-sleeve and long-pants all-over-print lounge sets also come in three colors: pink with Hello Kitty and Tiny Chum, light blue with Cinnamoroll and Milk, and natural with Cinnamoroll surrounded by sweets. The lounge set waistband can be adjusted by pulling the elastic out from the inside and stitching it in place, with the elastic fixed behind the waistband to prevent twisting.

Sanrio characters in the spotlight

Sanrio's annual character poll has recently favoured several of the characters in this line. In the 2026 Sanrio Character Ranking, Pompompurin took first place with 70,647,379 votes, the most ever, followed by Cinnamoroll in second, Pochacco third, Kuromi fourth and Hello Kitty fifth.