Return to San Diego Comic-Con 2017

Sanrio returned to San Diego Comic-Con this year with a bang, focusing on introducing new products, characters, and surprises to the SDCC crowd.

First off, Sanrio’s newest character in the U.S., Aggretsuko, made her Comic-Con debut. In case you haven’t heard yet, Aggretsuko is a sweet red panda that works as an office associate of a major trading company in Tokyo. She works very hard, but, like all of us, needs to let out her stress and frustration at the end of the day – which she does with heavy metal Karaoke sessions!



Fans were able to stop by the booth at SDCC and pick up two exciting convention exclusives, a tee in adult unisex sizes and a custom New Era cap.



The fun didn’t just solely exist inside the convention center! The Aggretsuko street team was roaming the convention grounds and downtown San Diego in a sweet van, passing out collectible Aggrestuko flyers and lanyards.



Hot Topic also joined in the fun with an exclusive tee! It's available online now at and at select Hot Topic stores. Tomorrow is a new day!



Also, Snapchat users everywhere were able to join in on the fun with an Aggretsuko Snapchat lens that debuted to coincide with Comic-Con!


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Everyone’s favorite lazy egg also returned to San Diego Comic-Con with exclusive convention merchandise including a t-shirt and custom New Era hat!



There were also Gudetama Re-Ment collectible blind boxes – time for breakfast!



You could also find the lazy egg at The Loyal Subjects booth. The designer art and collectible toy brand had a collectible golden Gudetama figurine that was stamped with Comic-Con 2017 and also featured a selection blind box figure sets.


Sanrio’s new multi-character brand, hello sanrio, made its debut at SDCC last year and returned this year to bring Sanrio character favorites together in a fantastical, immersive world filled with fun, friendship, and big smiles! Convention exclusives include a limited edition 9-piece enamel pin set, a supercute school bus duffle bag re-issue from last year’s sold out collection, and an adult unisex tee. 


Hello Kitty returned to the convention with select styles from the newly launched Hello Kitty x Crap Eyewear collection. The sunglasses were available for purchase at the booth and at the Sanrio Online Store.



Fans could also find the Hello Kitty New Era cap exclusive re-issue design that originally launched in 2014.



Sonic the Hedgehog was also back with Hello Kitty for SDCC! Collectors were able to head over to the Toynami booth to pick up the convention exclusive Blue Metallic Sonic x Hello Kitty plush, as well as an assortment of additional Sonic x Sanrio figures and plushes.



Underground Toys offered a convention exclusive Pinache style porcelain mug featuring a retro-futuristic Hello Kitty geometric design.



In addition, Sanrio continued on as purveyors of authentic Japanese culture with the debut of Hello Kitty, Gudetama, and Aggretsuko Ai-tatA tote bags. Already a massive hit and streetwear trend in Japan, and previously unavailable in the U.S., the Ai-tatA bag is a tote bag that features a clear vinyl front “pocket” panel that invites fans to celebrate their fandom and show off their style and favorite possessions.



Another pop culture item from Japan also made an appearance at SDCC – Pyoconoru! These irresistibly cute petite plushes are a supercute collectible accompaniment to your desk, shelf, or anywhere that their sweet little backsides can hang over the ledge. Collect all characters including, Hello Kitty, Keroppi, My Melody, Gudetama, Pochacco, Badtz- Maru, Cinnamoroll, and Pompompurin; the cute hanging mini plush can be found at Sanrio Online Store and at select Sanrio stores.



The Bandai booth also had collectible figures from Bluefin and Tamashii nations for purchase, featuring FigureArts Zero and Chogokin figures of Hello Kitty and My Melody.



tokidoki and Sanrio continued the partnership by offering kawaii inspired convention premiers of tees and hoodies featuring Hello Kitty and Gudetama!



The new Hello Kitty x PAC-MAN collab also made its debut! First, everyone got ready by playing supercute mazes on PAC-MAN for mobile!


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The brand new collection from BAIT was available at their booth. Check it out online at!



Fans were also able to grab a Hello Kitty x PAC-MAN keychain from the Sanrio booth. High Score!



Did you make it to SDCC last weekend? Share your favorite moments in the comments below!