GU's most recent collaboration is the Sanrio HAPPY HEART COLLECTION, an eight-design lineup split between two women's pajama designs and six kids designs, priced from 990 to 2,990 yen and set to go on sale January 25, 2027. Before that, GU scheduled a seven-item JoJo's Bizarre Adventure collaboration for December 11.
GU's recent output is collaborations built as small, themed apparel drops with fixed dates. The JoJo's Bizarre Adventure lineup, set for December 11, has seven items organized around antagonists from Phantom Blood through Steel Ball Run in a grunge style: graphic long-sleeve T-shirts at 1,990 yen and sweat pullovers and feather-yarn cardigans at 3,990 yen, in sizes XS to 3XL, with XS, XXL and 3XL sold online only.
The Sanrio HAPPY HEART COLLECTION moves in a different direction. Its eight designs are two WOMEN satin pajama designs against six KIDS designs (three KIDS GIRLS graphic T designs and three GIRLS lounge set designs), built on heart motifs and sweets, priced from 990 to 2,990 yen including tax, on sale Monday, January 25, 2027. The split puts most of the collection on children's items.
Both drops follow the same retail pattern: a dated launch, a mix of price tiers, and a defined set of items rather than a broad seasonal range. The JoJo release carries the widest size run at XS to 3XL, while the Sanrio collection carries the widest price range and the only children's sizing stated in the coverage. GU has not given item counts or prices beyond those two collections in these stories.
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Sanrio Characters and GU have revealed the full product lineup for HAPPY HEART COLLECTION. The lineup has eight designs: two WOMEN satin pajama designs, three KIDS GIRLS graphic T designs, and three GIRLS lounge set designs, built around heart motifs and sweets. Prices run from 990 yen to 2,990 yen including tax, and the collection goes on sale Monday, January 25, 2027.