If you are after faithfully reproduced fluffy game characters like Mario & Co., Sanei Boueki is your brand! Besides their best-selling plush toy series, the Super Mario All Star Collection, you find many more cuddly friends to gather up.

Due to my activities in the past when living and working in Japan, I curiously started to develop a fondness for a couple of Japanese toy companies. One of those is Sanei Boueki (三英貿易・さんえいぼうえき; San-ei Boueki), which grew somehow dear to me. If you are a fan of game merchandise and Japanese popculture collectibles, the name should ring some bells, but I want to introduce it a little further with this article. Welcome to the Sanei’s plushy world!