Sanrio, the 64-year-old company behind the iconic Hello Kitty brand, is thriving once again with a modern makeover.

Combining Sanrio with sweets isn't exactly a new concept ... He also has a Cinnamoroll Café cinnamon roll that can be attached to his wrist, creating a sugary overload of color and fun.

But a proper cinnamon roll should be as round and soft as a Croc. “I wanted a cinnamon roll on the menu as soon as we opened the bakery,” says Ashley Coiffard, a co-owner of L’Appartement 4F.

Sanrio announced on social media and its official site that there will be a Sanrio characters ANA collection of merchandise tied to five popular mascots. Six different types of items will be sold.

The idea in Hello Kitty Friends Match is that the Sanrio characters find themselves in Dreamland. However, it isn’t what it used to be, and a village they come to is completely dark and decimated.

Tuxedo Sam as seen in anime (Image via Sanrio) Tuxedo Sam is one of those ... They're not just fun side characters—they're some of the warmest, weirdest, and most lovable parts of anime.