Welcome to the whimsical world of Mofusand. Curiously cute cats that brighten every moment with their joyfully sweet adventures.

Created by kitten illustrator Juno, Mofusand captures the mischievous charm of cats in the most absurdly adorable ways.

Born on social media, its beautifully crafted visuals and gentle humour have made the brand instantly shareable, globally relatable and endlessly collectible.

From simple cat behaviours to unexpected cosplay and human-like scenarios – from working to travelling to shopping – Mofusand delivers playful surprise and unexpected delight, capturing the imagination of fans everywhere.

The brand’s name combines the Japanese word “mofu mofu” (“soft and fluffy”) with “sandwich”, echoing the soft, layered aesthetic of the characters.

From Japan to a growing international audience

Mofusand has built a significant presence across Japan and Asia, extending across content, consumer products, retail, collaborations and experiences. Major partnerships include UNIQLO, MINISO, Sanrio collabs, record-breaking Starbucks promotions, alongside partnerships with KFC in Taiwan and Singapore, branded cafés and restaurants, and a dedicated Mofusand store in Harajuku.

The brand is now entering an exciting new phase of expansion. Jazwares has been appointed Master Toy Partner and global distributor outside Asia, with the first toy collection launching from Fall 2026, supported by a growing consumer products programme. Building on this momentum, an integrated marketing programme spanning social amplification, creator campaigns, PR and experiential activations will drive awareness, engagement and fandom across key international markets.

The opportunity in Italy

With Mofusand joining its portfolio, Starbright Licensing will build a considered licensing programme in Italy, with broad appeal across tweens, teens and young adults, as well as collectors and established fans of kawaii culture, cat lovers and gift givers. With natural opportunities across apparel, accessories, home, stationery, toys and gifting, the programme will build on Mofusand’s proven success across Asia while creating new opportunities for the brand in the Italian market.