Sanrio Unveils 'Lady My Melody' Collection Ahead of January 18 Birthday

Sanrio has launched the new "Lady My Melody Design Series" merchandise line, timing the release ahead of the character's official birthday on January 18. This collection emphasizes a distinctly graceful and romantic aesthetic, moving My Melody away from her standard cheerful presentation by dressing her in attire heavily featuring frills, lace, and ribbons.

The initial wave of products includes several key items for fans. A standalone plush is available for 6,490 yen, which converts to approximately $43 USD. The series also features brooches designed to showcase unique dress styles, along with a hair clip detailed with roses and lace collars priced at 990 yen ($6.50 USD).

Other items include a plush pen case set at 2,794 yen ($19 USD) and secret keychains. These keychains feature plates designed to look like My Melody wearing various dresses. Retail availability began January 6 at specific retailers.

Sales expanded quickly across Japan. On January 7, the collection hit Sanrio direct stores and department store corners nationwide. Further regional rollouts followed on January 8, targeting Kyushu, Tottori, Hiroshima, Yamaguchi, and Okinawa. Sanrio+ members received early access on the initial release day and were provided special purchase coupons.

Purchase restrictions are currently enforced until January 13. Physical store customers are limited to one of each item per design, with an eight-keychain maximum. The online Sanrio Shop limits purchases to two per design, maintaining the same keychain cap.

This launch aligns with Sanrio’s ongoing strategy of using character-driven merchandise to maintain fan engagement, a strategy recently highlighted by their partnership with Godiva for Valentine's Day chocolates. My Melody, who originates from the forest of Mariland and is known for her love of baking, remains a cornerstone property alongside Hello Kitty and Cinnamoroll.