Miruka Adachi 
Shino Ito, Senior Manager of Sanrio's Product Development Department, smiles warmly as she presents Standard Dolls of various characters. (© 2025 SANRIO CO., LTD.)
Sanrio plushies offer more than just something to cuddle — they bring your favorite characters to life, whether you're at home, traveling, or simply looking to add a little joy to your daily routine.
In a recent interview, Shino Ito, Senior Manager of Sanrio's Product Development Department, shares insights into the affection and vision behind the Pitatto Friends and Standard Dolls series.
Pitatto Friends are plush toys with magnets in their feet that can stand upright on a metal base, while Standard Dolls are fluffy, plushies that come in various sizes, each machine-sewn and carefully finished by hand.
Plushies Made with Love
It might come as a surprise to some that these plushies are becoming increasingly popular with adults.
The Standard Dolls series, officially launched in 2007, remains a cornerstone of Sanrio's plush collection. Each doll represents a character in their most iconic form. Think Hello Kitty in her classic overalls, My Melody in her hood, or Cinnamoroll with his signature floppy ears.
"This is exactly what it would be like if she appeared right beside you in real life," says Ito, holding up a delightfully fluffy Cinnamoroll plush.
The attention to detail in each Standard Doll is remarkable — from My Melody's tiny paw pads to Keroppi's delicate webbed fingers. They are lovingly crafted tributes to each character, and this level of detail doesn't happen by accident.
Capturing Every Feature
"Bringing a character from 2D to 3D in plush form is actually quite challenging," Ito explains. "We collaborate closely with the character designers to ensure their unique traits are preserved. Then, we work hand-in-hand with the manufacturers' pattern makers to bring the design to life. No feature is overlooked."
Holding a Pochacco plush in hand, the soft texture is instantly comforting. Its plump cheeks are irresistibly squeezable, and the rounded bottom — complete with a tiny tail — makes it look as if it's about to waddle off at any moment.
Available in a range of sizes from large, huggable versions to smaller, travel-ready ones, Standard Dolls are also popular among international fans. The smaller plushies include pellets so they can sit upright comfortably, making them perfect companions.
Another characteristic of Standard Dolls is that each one has its own unique expression.
A Special Connection
Despite their "standard" label, the dolls have evolved with the times. Much like the characters themselves, they remain true to their essence while adapting to each new generation.
"At Sanrio, some of our characters have been loved for over 40 or even 50 years," explains Ito. "One reason they've remained beloved is that we make subtle updates over time — tweaks to facial shapes or expressions that reflect the trends of each era."
"For the latest line of Standard Dolls, we've made the faces slightly larger and the eyes a bit bigger to create a more baby-faced, kawaii look that's popular today."
You can find Standard Dolls in Sanrio shops around the world. And when it comes time to choose your plush, Ito offers a piece of advice: "Look into their eyes, and bring home the one you feel a special connection with."
Pitatto Friends
Another one of Sanrio's popular plush lines is Pitatto Friends, which is all about interaction. Designed for Japan's popular nuidori trend — plush photography — these toys are made to go places.
The word "pitatto" in Japanese is an onomatopoeia that suggests something sticking firmly or staying in place. True to their name, Pitatto Friends are equipped with magnets in their feet and attachable metal bases. They can stand securely and pose confidently for photos — no more rolling off surfaces or getting dirty. Their hands feature rubber loops that allow them to hold tiny props, adding to the fun.
My Melody's prop set includes a frappuccino cup, a miniature camera and bag, and even a strap that can connect to both. The charm truly lies in the details.
Traveling the World
"It's like making memories with a friend," says Ito. "People post photos online, take them on hikes or to lunch."
On social media, Sanrio fans post photos of their plushies on trips, sharing meals, or capturing scenic views by the sea. "It's heartwarming to see Pitatto Friends joyfully joining in on these adventures. It feels like they're traveling the world," Ito reflects.
What's more, in 2024 Sanrio released a special clothing line for Pitatto Friends, featuring a kimono, a Shiba Inu costume, and a ninja ensemble. These costumes fit any of the characters and make for perfect souvenirs — or simply a fun way to remember your trip to Japan.
Plushies as Self-Expression
In Japan, inanimate objects hold a unique place in the culture. "I think there's a cultural belief in Japan that even inanimate things can have a spirit or heart," Ito explains.
Until recently, many adults may have felt embarrassed about carrying plush toys in public. But that's changing. Today, it's not uncommon to see people proudly displaying plushies on their bags in Japan.
This shift is part of a broader cultural trend known as oshikatsu — the act of supporting and celebrating your favorite characters or idols. Plush toys have become a form of self-expression. Even men are increasingly open about owning plushies, contributing to the growing trend.
"Using plushies as bag accessories has become a trend among young people," says Ito. "So I think plush toys have become more accepted among adults, and that shift has helped fuel their popularity."
As an increasingly recognized form of self-expression and individuality, plushies have become a way for people to show who they are and what they love.
Looking Ahead
As Sanrio continues to grow globally, fans can look forward to exciting updates. Coming in June, the medium-sized Pitatto Friends will be upgraded with poseable necks and arms, making them even more flexible for photography. Cinnamoroll will also get an upgrade — his ears will be adjustable, allowing you to pose him as if he's flying.
"Plush toys have this special way of comforting you in unexpected moments," Ito says, holding up a Cinnamoroll plush. "Just making eye contact with one feels like it's encouraging you, like it's saying, 'You've got this.'"
"I hope people experience that kind of comfort by living alongside Sanrio characters in plush form. I'd be so happy if having a Cinnamoroll at home feels like having a friend — one who quietly keeps you company in daily life."
And sometimes, that's exactly what we need.
This article is published in cooperation with Sanrio Company Ltd. All Sanrio characters and character images: ©️ 2025 SANRIO CO., LTD.
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Author: Miruka Adachi
