SEGA FAVE is launching a new hybrid toy called "BLOFFFu," which blends the lovable feel of a plush toy with the play value of a molded body, starting October 16 (Friday), 2026.
The lineup brings together 36 characters under official license in one go — global names such as Sanrio Characters, Disney, Pixar, Marvel, Sesame Street, and Tom and Jerry, alongside titles popular in apparel and culture scenes such as Lum from "Urusei Yatsura" and Creamy Mami from "Magical Angel Creamy Mami." Across three sizes, the full lineup spans 59 products in a wide range of variations. To mark the launch, a limited-time pop-up store will also open October 16 (Friday) on the 2nd floor of MIYASHITA PARK in Shibuya, Tokyo, at "THE [ ] STORE."
Concept: "Perfectly Mismatched"
"BLOFFFu" pairs two seemingly mismatched textures — a "soft, fluffy plush" and a "hard, molded body." The series is built around the idea that a one-of-a-kind charm and a personal way to play emerge precisely from this uneven, unlikely-looking combination.
Product Features and How to Enjoy Them
1. Three sizes to match your lifestyle
To make it easy to bring a favorite character into everyday scenes, BLOFFFu comes in three purpose-built sizes.
BIT: A companion you can carry anywhere and display anywhere, bouncing right in the palm of your hand — the smallest size in the lineup.
MOD: Sit it down, stand it up, change its pose — a mid-size figure that's equally at home being played with or displayed.
DEKA: An unmistakable "whoa, that's big!" presence. The largest size in the series becomes the centerpiece of a room just by setting it down.
2. Expanding the fun with a "dedicated item" and "PERCH"
Each figure comes with a "dedicated item" that builds out the character's world. The BIT size also includes a "PERCH" — named after the image of a small bird perched gently on a fingertip. This accessory holds a BLOFFFu figure in place, greatly expanding the possible display variations and opening up free-form ways to express each character.
3. Quality that's safe to enjoy across generations
BLOFFFu is developed using the quality standards and know-how SEGA has built up in children's toys since 1994, with a recommended age of 8 and up. Thanks to this dependable quality, fans across generations can enjoy the appeal of their favorite characters with peace of mind.
Original BLOFFFu Characters Debut
Ziggg
Amuuu
Myafffu
BLOFFFu's original characters — Ziggg, Amuuu, and Myafffu — debut alongside the launch. Ziggg and Amuuu are twins who live in a cyberpunk game world: Ziggg is logical and loves figures, while Amuuu is free-spirited and loves plush toys. Joining this pair, whose personalities and tastes are complete opposites, is Myafffu, a genius cat with an IQ of 263. Enjoy the three distinct personalities on their own or paired with the other characters.
First-Year Sales
Because BLOFFFu combines different materials — finely sewn plush and precision-molded bodies — its production process calls for careful quality control. For that reason, in its first year on sale, delivering the intended quality will be the top priority, with production and sales limited in quantity. Starting October 16 (Friday), items will be delivered mainly through the official BLOFFFu EC site and pop-up stores.
As an early domestic rollout, only the "SONIC & FRIENDS" series will go on sale ahead of the main launch, starting October 2 (Friday), at SEGA STORE TOKYO and SEGA STORE OSAKA.
Launch Pop-Up Store Opens at "MIYASHITA PARK" in Shibuya, Tokyo
A limited-time store will open where visitors can see the full BLOFFFu lineup in person and purchase it on the spot.
Dates: October 16 (Friday) to November 1 (Sunday), 2026
Hours: 11:00 AM to 9:00 PM daily
Location: THE [ ] STORE, MIYASHITA PARK North 2F, 6-20-10 Jingumae, Shibuya-ku, Tokyo
Store-exclusive highlights:
01. Official novelty strap giveaway: During the event, customers who spend ¥4,840 (tax included) or more in-store will receive a POP UP STORE–exclusive official novelty strap while supplies last.
Quantities are limited.
See the BLOFFFu official EC site for giveaway conditions.
02. Limited official T-shirt designed by Kosuke Kawamura: An official apparel T-shirt designed by artist Kosuke Kawamura, celebrated for his distinctive collage style, will be sold exclusively at the store. Enjoy this fusion of culture that goes beyond toys in person at the store. The design will be revealed at a later date.
Product Lineup
BLOFFFu (each character)
BIT: ¥2,420 (tax included) / MOD: ¥3,980 (tax included) / DEKA: ¥8,980 (tax included)
BLOFFFu Original Series
BIT: ¥2,280 (tax included) / MOD: ¥3,640 (tax included)
Lineup: 36 types in total
BLOFFFu Original Series: Ziggg / Amuuu / Myafffu
SONIC & FRIENDS: Sonic / Shadow / Tails / Knuckles / Amy / Dr. Eggman
Sanrio Characters: Hello Kitty / Kuromi / My Melody / Cinnamoroll / Pompompurin / Pochacco / HIYAKE Hello Kitty / HIYAKE Cinnamoroll
Disney: Baymax / Stitch
Pixar: Lotso
Marvel: Spider-Man / Iron Man / Captain America / Hulk
The Powerpuff Girls: Blossom / Bubbles / Buttercup
Tom and Jerry: Tom / Jerry
Gremlins: Gizmo
Sesame Street: Elmo / Cookie Monster
Peanuts: Snoopy
SpongeBob SquarePants: SpongeBob SquarePants
Urusei Yatsura: Lum
Magical Angel Creamy Mami: Creamy Mami
Launch date: October 16 (Friday)
Where to buy: BLOFFFu official EC site and POP UP STORE
As an early domestic rollout, only the "SONIC & FRIENDS" series will go on sale ahead of the main launch, starting October 2 (Friday), at SEGA STORE TOKYO and SEGA STORE OSAKA.
BLOFFFu official EC site: https://www.b-blofffu.com/
Related Links
Official website: https://www.b-blofffu.com/
Official Instagram: https://www.instagram.com/blofffu/
Official X: https://x.com/BLOFFFu
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