Dive into the Dreamy World of Sentimental Circus’s Latest Campaign
San-X, the creator of beloved characters like Rilakkuma and Sumikkogurashi, is launching a captivating campaign for its popular character series, Sentimental Circus. Titled “Nukumori Utakata Shabon no Yoru ni” (Warm Bubble Soap Night), this new bath-themed collection is the 39th installment in the Sentimental Circus saga, designed to celebrate and reward Shappo after its 15th anniversary journey.
Sentimental Circus tells the story of Shappo, a discarded plush toy, and a secret circus troupe formed by forgotten stuffed animals who come alive at night. Their mysterious shows are a whimsical escape, a concept that resonates deeply with fans of “kawaii” (cute) culture worldwide. For more details on Sentimental Circus, visit the official character page: https://www.san-x.co.jp/character/detail/?code=SEC
A Relaxing Retreat: The ‘Warm Bubble Soap Night’ Theme
The new theme, “Nukumori Utakata Shabon no Yoru ni,” features the characters enjoying a soothing bubble bath, enveloped in a warm, comforting atmosphere. This theme is beautifully reflected in the merchandise, evoking a sense of calm and gentle magic.
Fans can look forward to a variety of exclusive goods and novelties that capture the essence of this theme. The campaign promises unique items, special decorations, and opportunities to acquire rare collectibles, making it a must-visit event for enthusiasts.
Campaign Highlights Across Key Locations
The “Nukumori Utakata Shabon no Yoru ni” campaign will be held at several prominent stores across Japan, each offering unique attractions and limited-time items.
Animate Ikebukuro Honten
Campaign Period: February 7, 2026 (Saturday) – March 1, 2026 (Sunday)
Animate Ikebukuro Honten will host a special corner featuring exclusive merchandise, unique novelties, a display of signed shikishi (colored paper boards), and special decorations.
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Limited Edition Goods: A lottery sale will be conducted for plush toys accompanied by cards autographed by the designer. These are available in limited quantities.
For more details, visit: https://www.animate.co.jp/news/36552/ -
Exclusive Novelty: For every 1,100 JPY (tax included) spent on Sentimental Circus products, customers will receive one holographic sticker. These stickers feature designs exclusive to Animate Ikebukuro Honten and are distributed randomly from a set of four types.
Yamashiroya (Ueno, Tokyo)
Campaign Period: From February 7, 2026 (Saturday)
Yamashiroya’s basement floor will transform into a “Kutsurogi Ichiya in Yamashiroya” (Relaxing Night at Yamashiroya) corner, offering limited goods, novelties, a signed shikishi display, and special decor.
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Limited Edition Goods: A lottery sale for hanging plush toys that include a designer’s autographed trading card will be available in limited quantities.
Further information can be found at: https://e-yamashiroya.com/event/54362/ -
Exclusive Novelty: Customers purchasing 1,100 JPY (tax included) or more of Sentimental Circus products will receive one holographic sticker. These stickers feature designs exclusive to Yamashiroya and are randomly selected from four types.
Daimaru Fujii Central (Sapporo)
Campaign Period: February 7, 2026 (Saturday) – March 1, 2026 (Sunday)
Daimaru Fujii Central will host its own “Nukumori Utakata Shabon no Yoru ni Campaign,” featuring limited products, novelties, a display of signed shikishi, and a specially decorated area.
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Limited Edition Goods: A lottery sale for M-sized Shappo plush toys, each bundled with a designer’s autographed trading card, will be offered in limited quantities.
Details are available here: https://www.daimarufujii-central.com/post/blog260127-1 -
Exclusive Novelty: For every 1,100 JPY (tax included) spent on Sentimental Circus items, customers will receive one holographic sticker. These stickers boast designs exclusive to Daimaru Fujii Central, chosen randomly from four types.
Rilakkuma Stores (Seven Locations)
Campaign Period: From February 14, 2026 (Saturday)
Participating Rilakkuma Stores (Kichijoji, Harajuku, Ikebukuro Sunshine City, Nagoya Parco, Osaka Umeda, Shinsaibashi Parco, Fukuoka Parco) will also host the Sentimental Circus “Nukumori Utakata Shabon no Yoru ni” campaign.
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Signed Plushie Lottery Sale: Plush toys featuring the designer’s handwritten signature will be sold in limited quantities. These highly sought-after items require an advance lottery application via the “LivePocket-Ticket-” service.
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Lottery Application Period: January 27, 2026 (Tuesday) 10:00 – February 1, 2026 (Sunday) 23:59
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Winner Announcement: By February 6, 2026 (Friday) 17:00
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Purchase Period: February 14, 2026 (Saturday) – February 27, 2026 (Friday)
For detailed application instructions and to apply, visit: https://livepocket.jp/p/kiddy_rk_mf
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Limited Edition Goods: A selection of limited edition merchandise will be available, including mini acrylic stands (random, all 4 types), acrylic keychains, canned candy, and masking tape.
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Exclusive Novelties: Two types of novelties will be offered:
- Original Can Badges: For every 1,100 JPY (tax included) spent on Sentimental Circus products, customers will receive one original can badge, available on a first-come, first-served basis. There are 10 designs in total, including store-exclusive designs.
- Holographic Stickers: For every 1,100 JPY (tax included) spent on Sentimental Circus products, customers will also receive one holographic sticker, available on a first-come, first-served basis. These are Rilakkuma Store exclusive designs, with 4 types available randomly.
Note: Customers spending 2,200 JPY (tax included) or more will receive both a sticker and an original can badge. Novelties are limited in quantity and available while supplies last.
- Original Can Badges: For every 1,100 JPY (tax included) spent on Sentimental Circus products, customers will receive one original can badge, available on a first-come, first-served basis. There are 10 designs in total, including store-exclusive designs.
Sentimental Circus Gallery in Kichijoji
Period: February 14, 2026 (Saturday) – February 27, 2026 (Friday)
At the Rilakkuma Store Kichijoji, a special Sentimental Circus original art exhibition will be held. This gallery will showcase original drawings and feature a dedicated “nuidori” (plushie photo-taking) spot, where fans can photograph their own Shappo and other favorite plush toys.
A Call to the Circus!
This extensive campaign is a testament to the enduring charm of Sentimental Circus and its ability to connect with fans through imaginative storytelling and adorable merchandise. Fans are invited to immerse themselves in this whimsical world, perhaps finding a piece of the circus magic to cherish. Follow the official X (formerly Twitter) for the latest updates: https://twitter.com/Senti_official
These unique campaigns not only celebrate Sentimental Circus’s latest theme but also reinforce the enduring appeal of kawaii culture, offering tangible connections for fans both in Japan and, through online communities, globally. Such events are vital in keeping the spirit of these beloved characters alive and thriving, promising more enchanting adventures for years to come. For more information on the campaign, visit the special site: https://www.san-x.co.jp/sentimental/campaign/utakata_shabon/
