Spreading Smiles Through Fashion
— The Story of LOVE HAS NO LIMIT Charity Merchandise
as Told by the Project Leaders

Universal Studios Japan has been offering LOVE HAS NO LIMIT charity merchandise since August 2024, donating a portion of the proceeds to charity initiatives. For the third release in August 2025, we launched merchandise showcasing exclusive original artwork by our first collaborative partner artist, COIN PARKING DELIVERY, whose work is admired by a wide audience, particularly those who grew up with social media. The announcement of this release generated widespread attention, with certain products selling out instantly due to the strong response.

For this feature, we conducted interviews with two project leaders in charge of charity merchandise: Marie Tsujimura from our Merchandise Department, and Erika Ishibashi from our Corporate Communications Department. They spoke about the motivations behind the creation of charity merchandise, the challenges and dedication involved in their work, and their outlook for future charity initiatives.

• A look at what motivated our first artist collaboration for charity merchandise and the challenges we faced
• Ideas conceived during the planning stage to create charity merchandise designed to draw people in through fashion
• How the merchandise was developed through the passion of many contributors, not just Universal Studios Japan 
• What is the LOVE HAS NO LIMIT charity project?

Tsujimura: How did this collaborative project with COIN PARKING DELIVERY come about?

Ishibashi: We had planned for the third release to involve an artist collaboration from the outset, believing it would give more people the chance to learn about the initiative and take part in the charity. We also wanted to try adding something new beyond just T-shirts, which became one of the challenges of this project.

We struggled to decide on an artist who represented Universal Studios Japan’s Park brand slogan, “NO LIMIT!” When I casually asked a colleague for suggestions, they pointed me to COIN PARKING DELIVERY as a great match, setting the collaboration in motion. 

How did you feel when you first heard about the collaboration?

Tsujimura: Initially, I had no conception of what the connection was between COIN PARKING DELIVERY and Universal Studios Japan’s underlying spirit.

However, as I learned more, it became clear just how much love COIN PARKING DELIVERY has for Universal Studios Japan.

I learned that he loves the Park and Woody Woodpecker, and it became clear that the charitable purpose of the initiative really resonated with him. This was incredibly reassuring. What initially impressed me was the endless positive energy he brought to the project. It made us want to match that level of passion.

Ishibashi: Ever since the artist-selection phase, I recognized that COIN PARKING DELIVERY’s forward-looking drive aligns with USJ’s slogan, "NO LIMIT!" When it came to the actual artwork, he came up with ideas at an incredible pace, which made me realize just how full of energy he is.

Tsujimura: When I first saw the original artwork that COIN PARKING DELIVERY provided, I was struck by how cute it was. COIN PARKING DELIVERY’s ideas were in perfect unison with the message behind LOVE HAS NO LIMIT. The ideas were different from the merchandise we normally design for Guests to wear for the Park experience. It convinced me that we could create genuinely stylish fashion items. 

Tsujimura: Items from the first two releases were mainly purchased by USJ fans, but thanks to COIN PARKING DELIVERY’s involvement, these new items are worn by young people as part of stylish outfits. This also gave us hope that the charity itself would become known to a much wider audience.

Ishibashi: During one of our many meetings, COIN PARKING DELIVERY also brought up the idea of creating sets of merchandise. What was your reaction to that idea?

Tsujimura: I was actually very glad he brought it up. I’ve always been interested in creating something new. I was also concerned that without doing so, we might not be able to clearly communicate the purpose of this collaboration or the message of LOVE HAS NO LIMIT.

COIN PARKING DELIVERY cited his positive experiences with product packages offered at Universal Studios Singapore as the reason behind his desire to sell merchandise sets. I was struck by the straightforward manner in which he shared his intuitive thoughts.

At the next meeting, we proposed keychain and rubber bracelet sets. He immediately responded that he liked the idea and gladly agreed on the spot.

Ishibashi: That’s wonderful. The cap is also sold as a set that includes a badge and keychain, right?

Tsujimura: We envisioned Guests wearing the T-shirt, cap, and keychain together, and thought it would look very stylish. We also believe that giving the Guests the ability to use the badges to customize their outfits to suit their own style reflects the spirit of LOVE HAS NO LIMIT.

Ishibashi: For the cap, we actually wanted to feature a big heart on the front as a way to express the spirit of LOVE HAS NO LIMIT.

However, you and COIN PARKING DELIVERY pointed out that many people would hesitate to pick up an item that featured a large heart design, which would work against our goals. The solution the two of you proposed was impressive: we would elevate the concept by giving the wearer the option to affix stickers on the brim. It gave me a renewed appreciation for the depth of the product creation process.

Tsujimura: While COIN PARKING DELIVERY brought a firm artistic vision of his own, he was also very respectful of our ideas, making the collaborative experience very enjoyable.

Because COIN PARKING DELIVERY was so flexible and quick to respond, the process was very smooth, despite it being our first collaboration.

Ishibashi: This was my first experience as project leader for an artist collaboration, so I felt anxious about the work. But COIN PARKING DELIVERY and everyone else involved pushed the project forward with a positive spirit, encouraging each other to focus on making it even better and accomplishing something together. I don’t have the words to express how grateful I am.

Tsujimura: We also received a lot of support from our vendors throughout the production process. When producing sets of multiple items, it’s often difficult for a single production company to handle all of the work. Someone from a partner company we work with regularly had purchased T-shirts from the first and second charity releases and mentioned how much they liked the slogan.

When we consulted with them, we knew that we were making a difficult request, but they took on the project with a very proactive attitude. We were able to complete the merchandise thanks to the expanding LOVE HAS NO LIMIT circle and the understanding and cooperation of countless individuals.

Ishibashi: The project was truly filled with love, wasn’t it? From product development to communication, it really felt like everyone was united in their mindsets. I’m guessing that COIN PARKING DELIVERY and everyone else involved are likewise happy with what we accomplished and had a lot of fun along the way.

Tsujimura: What are the Corporate Communication Department’s plans for the future?

Ishibashi: Let’s start with charity. Last year, we donated to Osaka Prefecture’s Children’s Shining Future Fund, an initiative aimed at reducing experiential inequality among children. We should be able to announce the specific donation amounts and recipients sometime this year.　

This collaboration taught me that people are open to daring designs, which has inspired me to take on even more innovative ideas.

As a result of this project, I believe we achieved our aim of giving Guests a chance to enjoy fashion while contributing to children’s smiles. It was a valuable opportunity for us to reach a lot of people.

Going forward, we hope to involve an even wider range of people in our efforts, not just through charity merchandise, but across all our LOVE HAS NO LIMIT initiatives. Please stay tuned for more charity activities to come!

As part of a project to promote “Creating a Future Full of Children’s Smiles” in line with our CSR slogan, LOVE HAS NO LIMIT, Universal Studios Japan began selling LOVE HAS NO LIMIT charity T-shirts in August 2024, with a portion of the proceeds donated to charity. Thanks to the support of so many people, we were able to use a portion of our sales through the end of 2024 to donate 4 million yen to Osaka Prefecture’s Children’s Shining Future Fund.
Many Guests are participating in the initiative by wearing these charity T-shirts as a fashion item both inside and outside of the Park, thereby contributing to efforts to bring more smiles to children. The sales of this third release once again reflect the growing number of people who support these charity efforts. Going forward, USJ LLC will remain dedicated to its social contribution efforts, energizing people and society with super entertaining creativity both inside and outside of the Park.