7-Eleven HK teams up with Sanrio and Rody for exclusive CNY collection

As Lunar New Year approaches, 7-Eleven has teamed up with six super-popular Sanrio characters – Hello Kitty, My Melody, Kuromi, Cinnamoroll, Pompompurin and Minna no Tābō – and the world-famous Rody ride-on toy horse, to launch the all-new “Lucky plush daruma doll series”.

Available from 21 January, the full collection features eight designs, including a Hidden Edition “Sparkle Kuromi X Rody plush daruma doll” and a 7-Eleven App-Exclusive “Cinnamoroll X Rody pop-up ears plush doll”. Each doll is perfect as a lucky festive display, symbolising blessings and happiness for the year ahead.

7-Eleven is also unveiling a rare 1:19 hidden edition – “Kuromi X Rody Sparkle Plush Daruma Doll”. Kuromi puts on a shiny purple Rody costume; the classic purple hue paired with a sparkle effect highlights her unique charm, making this a highly collectible item for fans! Also debuting is the 7-Eleven app-exclusive “15cm Cinnamoroll X Rody pop-up ears plush doll”.

With a soft, fluffy finish and a sky blue Rody-inspired look, this interactive plush lets you press the belly to make Cinnamoroll’s ears move, symbolising the summoning of luck.

A spokesperson from 7-Eleven said this campaign is inspired by a popular Japanese collection style. "The overall concept and design suit the festive season of the Chinese New Year. Rody’s horse identity aligns with the upcoming Year of the Horse, while the collection features a wide range of iconic Sanrio characters, enhancing both its festive relevance and collectability for local customers."

The campaign launches ahead of the Chinese New Year and runs for eight weeks, giving customers enough time to participate, redeem items, and enjoy the collection throughout the festive season and beyond.

It is designed to appeal to Sanrio and Rody fans, families, and collectors, while also engaging 7-Eleven broad base of 7-Eleven customers seeking festive, seasonal, and character-driven products, said the spokesperson. "The collection features six selected Sanrio characters, including Tabo, a new Hong Kong exclusive design for this campaign. Rody is also well known and widely recognised among family audiences, particularly through its signature horse toy."

The campaign is supported by multiple phases of promotion, featuring a wide range of Chinese New Year-themed redemption items, including home decoration pieces, plush collection, and further extended to practical household items – storage box, baking pan, ceramic plate, and selected travel-related products, catering to customers who plan to travel during the CNY period.

The campaign is amplified through online and social media communications, as well as exclusive offers via the 7-Eleven app, added the spokesperson. "Leveraging the extensive 7-Eleven store network, dedicated displays and showcases allow customers to view and experience the products, enhancing overall engagement and the overall shopping experience."

From 21 January to 17 March, customers can spend HK$20 or more in a single transaction at any 7-Eleven store or online to receive one FunStamp or physical stamp. Customers who collect 20 FunStamps can redeem one “Lucky plush daruma doll series” item for free.

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