Move over Labubu, there’s a new bag charm people can’t get enough of. Mirumi, a small, fluffy and lifelike robot, is sensitive to sound and touch. Marketed as a 'robot that steals a glance — and your heart', it has become an overnight sensation.
Dozens of videos on social media show customers flaunting their new miniature bestie dangling from handbags. Getting hold of a Mirumi is proving difficult: after expanding internationally, a month-long Harrods pop-up launched on July 20 sold out in just a week. One customer on Instagram said they had planned to travel from Birmingham to buy one. The team has hinted at a restock.
What makes Mirumi special?
Available in pink, ivory and grey, Mirumi was designed by Tokyo-based Yukai Engineering. Creators said they wanted it to look like a mix of a small yeti, an owl and a Sesame Street character. The outer surface is soft furry material resembling a teddy bear.
Its real appeal lies in its interactive nature. Designed to cling to bag straps, belts or umbrella handles, the toy mirrors the curiosity of a newborn baby or pet. It reacts to head patting, is sensitive to sound, and moves on its own thanks to an algorithm that generates varied motor movements, making reactions appear natural.
When recharging is needed, Mirumi slowly shakes its head as if tired. According to the brand, its true purpose is to evoke small, unplanned moments of joy through 'its tiny endearing gestures that invite a smile'. The brand emphasises Mirumi is not just a collectible but a lifelong companion.
Owners' reactions and price
Owners have called their Mirumis a 'purse pet', 'fur baby' and 'mini companion'. One user, @dariannaslay, referred to herself as the 'proud owner of the most kawaii creature ever'.
While a standard Labubu costs between £10 and £70 (auctioning a 4ft version for $172,000), a Mirumi costs £129. The question remains whether this craze has staying power beyond a fleeting fad.
