Cute and fierce! ‘Sanrio Characters’ × World Athletics Collaboration to Celebrate the Tokyo 2025 World Championships Opening on Saturday, September 13

To mark Tokyo 2025 (from September 13 to 21), TBS GLOWDIA announces the second ‘Sanrio Characters’ × World Athletics lineup, following the Hello Kitty item, with goods debuting online and in stores nationwide.

To commemorate “Tokyo 2025 World Athletics”, returning to Tokyo for the first time in 34 years, a range of collaboration merchandise with the globally adored Sanrio Characters will go on sale.

Cute and fierce... uniting cheers from around the world!

The concept, “World Athletics × Sanrio Characters - cute and hot. Uniting the world’s cheering power,” features brand-new Sumi-e style illustrations of the characters taking on track-and-field events. With ink tones and brush strokes capturing the immediacy of “running” and “jumping,” the art fuses the characters’ cuteness with the strength of World Athletics.

Building on the first wave (the Hello Kitty “style-up” plush), the second wave uses these sumi-e illustrations across products.

Events and characters include: 4×100 m relay × HELLO KITTY, 100 m hurdles × CINNAMOROLL, long jump × My Melody, javelin × POMPOMPURIN, and discus throw × Kuromi each powerfully rendered in the newly created Sumi-e art.

The curated lineup spans acrylic keyholders and postcards that spotlight each artwork, plus group-design items such as tote bags, hoodies, and B2 tapestries.

By embracing “和” (pronounced “wa,” meaning “Japanese aesthetic”) through Sumi-e alongside the vigor of World Athletics, this collaboration aims to energize “Tokyo 2025 World Athletics” together with Japan’s representative characters.

(*Sumi-e (墨絵), also known as ink wash painting, is a traditional Japanese art form that emphasizes simplicity, balance, and the essence of the subject.)

Product List

Sales Locations & Schedule:

From Fri, Sept 5 - Online presales begin
Tokyo 2025 World Athletics Official Online Shop
TBS SHOPPING

From Fri, Sept 12 - In-store sales begin
TBS Store (Tokyo Station)
Kiddy Land (Osaka Umeda)
Tree Village (Tokyo)
TBS SPORTS FES – Run, Eat, Have Fun! (Shinjuku Sumitomo Building Sankaku Hiroba)
Brunch Park “TBS Sports × Attack on Titan Cafe”

From Sat, Sept 13 - Venue & station sales begin
National Stadium (merch area)
NewDays (Sendagaya) and more

Official Links
Tokyo 2025 World Athletics Official Online Shop
TBS SHOPPING - Sanrio Characters
TBS World Athletics Official Site

About Sanrio Characters & HELLO KITTY

Sanrio Characters
The term refers to characters owned by Sanrio Co., Ltd., including HELLO KITTY, CINNAMOROLL, and POMPOMPURIN over 450 in total loved worldwide through goods, events, and collaborations.

HELLO KITTY
Full name: Kitty White. Born in the suburbs of London, UK. Height: five apples; weight: three apples. A bright, kind girl.

Sanrio Official Site

Source : PR TIMES