macaroni edge, the lifestyle brand operated by Sincere Inc. (headquartered in Naniwa-ku, Osaka) that adds a bit of playfulness to everyday life, is releasing a special handmade collaboration collection with mojojojo, the brand created by plush artist Ayumi Ozaki, whose distinctive sensibility has won a devoted following.
Collaboration Background: The Warmth of "Handmade," Where Each Piece Carries a Little Heart
Working with a variety of materials, mojojojo creates pieces that leave "space" for whoever holds them to feel something in their own way. macaroni edge, meanwhile, proposes "your own kind of cute" that adds a touch of playfulness to daily life.
What the two share in this collaboration is that each piece is "handmade," with a little heart stitched into every one.
The collection brings together special items found only here, shaped by each side's own particular care — best enjoyed with a free and open sensibility. The warm texture of the yarn and the endearing expressions on each piece are meant to bring a little comfort to everyday life.
Product Lineup
Seven items in all are being released, designed for everyday use and made to brighten up the inside of a bag or add a bit of color at hand.
Yarn Series, for Every Day Out Together
macaroni edge x mojojojo Yarn Mascot Strap
A mascot strap shaped after the characters' entire bodies, capturing their full, endearing forms. Each doll has a rounded, three-dimensional shape, and the simple, gentle expression on each character brings a small sense of comfort every time you look at it.
It can be clipped onto a regular bag or backpack like a bag charm for outings, or simply displayed on a desk, shelf, or bedside table at home on days you stay in. Either way, it adds a special, endearing accent to daily life.
Price: ¥3,300 (tax included)
macaroni edge x mojojojo Yarn Gamaguchi Pouch
A pouch shaped like the characters' faces, made to bring a smile just from holding it. It's a gamaguchi (clasp-frame) style that opens wide for easy access, making it handy for keeping small items that tend to get lost — snacks, lip balm, eye drops — neatly organized inside a bag. The rounded, three-dimensional form and the warm texture of the hand-knit yarn make it a gentle addition to everyday use.
Price: ¥3,300 (tax included)
macaroni edge x mojojojo Yarn Key Case
macaroni edge's popular key case returns in the form of this collaboration's characters. Pulling the heart peeking out from the top tucks the keys neatly inside the case. It comfortably holds house keys as well as bulkier car smart keys.
It can also be attached to a bag as a charm or strap, and its eye-catching design makes it easy to spot inside a bag. The soft covering also helps protect a phone or wallet stored alongside it from scratches.
Price: ¥2,750 (tax included)
macaroni edge x mojojojo Yarn Lip Case
A lip case cute enough to steal the spotlight, made for tidily storing small items that tend to get lost inside a bag. It's sized just right for a favorite lip balm, and it also works well as a case for a hanko (name seal), making it handy for a variety of everyday moments. A ball-chain charm lets it clip onto a bag handle or zipper for easy carrying, so it's quick to grab when needed.
Price: ¥2,530 (tax included)
macaroni edge x mojojojo Yarn Scrunchie Strap
A scrunchie strap topped with the characters' cute faces, dressing up your hair or your wrist. It works as a hair tie for pulling hair back, and doubles as a fashion accent on the wrist when not in use. A ball chain also lets it hook onto a bag handle to be carried as a bag charm, adding a bright, playful touch to any outfit.
Price: ¥2,530 (tax included)
A Customizable Series That Combines Practicality and Style
macaroni edge x mojojojo Braided Customizable Short Strap
A handy short strap for carrying a phone, keys, or an earphone case looped around the wrist. It comes in useful on days without pockets, or when you'd rather not dig through a bag for your phone — looping it around the wrist also guards against accidentally dropping it. Beyond a phone, it can be freely combined with house keys or a favorite mini pouch to suit personal taste.
It's a versatile item for a "travel light with just this" kind of lifestyle.
Price: ¥3,300 (tax included)
macaroni edge x mojojojo Braided Customizable Shoulder Strap
A shoulder strap with a stylish, detailed braided design. Since it can be worn over the shoulder, it frees up both hands, making it handy for everyday outings as well as festivals, outdoor activities, and travel.
With three carabiners attached, it can hold more than just a phone — a favorite pouch, an AirPods case, keys, and more can be freely combined and carried together.
A versatile item that balances practicality and style, it can be customized into a strap all your own for lighter, more enjoyable outings.
Price: ¥4,400 (tax included)
Sale Details
Release Date: Sequential sales begin Friday, July 31, 2026, from 10:00 AM
Where to Buy: The official online store, retailers nationwide, and more
*Release dates may vary by item.
*This product is planned and manufactured by Sincere Inc. under a license agreement with mojojojo.
Artist Profile
mojojojo / Ayumi Ozaki (plush artist)
Working with a variety of materials, Ozaki creates endearing plush pieces that leave "space" for whoever holds them to imagine freely, unbound by convention. She has won over many fans mainly through solo exhibitions and social media.
Instagram: https://www.instagram.com/mojojojogram/
About macaroni edge
Adding a splash of playfulness to your everyday life.
macaroni edge is a lifestyle goods brand for those who value being different — being true to themselves.
Distinctive, colorful items that suit the mood of the day.
A "cute" that's a little different from anywhere else, found here.
Instagram: https://www.instagram.com/macaroniedge/
TikTok: https://www.tiktok.com/@macaroniedge
Where to Buy
Online Stores
- macaroni edge Official Store
- 学研ステイフル Official Rakuten Market
- 学研ステイフル Official Yahoo! Shopping
- Sincere Official Online Store
- Yahoo! Shopping "Sincere Store"
- Rakuten Market "Smile Life Gift Sincere"
- Amazon (SINCERE)
- ZOZOTOWN (SINCERE)
Physical Stores (Participating Retailers)
- Village Vanguard
- Loft (excluding some stores) and Loft Net Store
- BAYFLOW (EC only)
- BIRTHDAY BAR
- Bleu Bleuet (excluding some stores)
- BRUNO
- GRAPHIA (Yokohama Joinus store)
- HUMPTY DUMPTY (excluding some stores)
- INOBUN (Kyobashi store, Aeon Mall Kusatsu store, 草津エイスクエア店)
- ITS'DEMO (sales begin sequentially from September 2026)
- SWEAT
*Product availability and stock vary by store. For online sales and other details, please check each store's website or contact them directly.
