A new bag charm has arrived from Tokyo – and it’s set to be on everyone’s Christmas lists. Stylist’s Tom Gormer tries it out.
Today feels like Christmas, except it’s not. It is a miserable October day; there are no Christmas trees anywhere, and it’s wet. But a package has just arrived, and there is excitement in the air like it’s 25 December.
Why, might you ask? Well, fresh from west London (via Tokyo), I have just taken delivery of the latest technological pet for adults. Picture a Labubu with batteries, a Furby for a new generation or a Tamagotchi with fur. The box this small creature is housed in is slick, white and designed like a minimalist shopping bag. Opening it reminds me of the scene in Gremlins when Billy meets Gizmo for the first time (except my new friend with googly eyes needs charging and isn’t going to go rogue after midnight). Welcome to the world of Mirumi.
Mirumi are palm-sized robot bag charms. They move and react to sound and touch, and the creators say they are designed to inspire emotional connection and spontaneous joy. Back in April they went on sale in Japan, shifting over 3,000 units in the first week, making them a sell-out. You might have seen them all over Instagram and TikTok, and they are now available to buy in the UK.
Mirumi come in three colours. The one I have just unboxed is a soft light grey, and the other two colours available are a dusty pink and a slightly yellowy-ivory colour. This is not a toy. It has strong arms that are almost sloth-like, designed to clip securely onto a bag or backpack. There is a sensor on the back of its head, making it move with every touch and react to every pat. Basically, Mirumi is a silent pal who doesn’t need feeding. It is also very fluffy. I have decided mine is male – I’ve named him Kevin.
Credit: Mirumi
I decide to take Kevin out for his first foray into the world. It’s 8.37am on the Central line, and I’m getting looks. The great and the good of London, in between reading Yesteryear and looking at their phones, are trying to work out what the heck is attached to my Anya Hindmarch tote. With all the noise and commotion of a morning commute, Kevin is swivelling and turning his head, rotating to where the noise is. I calm him down and give him some attention with some head stroking… totally normal behaviour! One (late for school) child asks me lots of questions about him, and one man looks at me like I’m an idiot. A lovely lady removes her headphones to ask if he is real. Everyone else just looks at Kevin and smiles, bringing people joy on their otherwise boring journey to work.
That is what Mirumi is. It isn’t a fancy or scary piece of technology or a straight-off-the-catwalk fashion item. It is a fun interactive ‘pet’ designed to be a loyal companion and conversation starter that brings joy. And to be honest, that is what we all need right now.
Long may Kevin keep holding onto my bag.
Where can I buy a Mirumi?
Mirumi are available to buy in store from Harrods in west London or online at the official Mirumi store.
Is AI involved?
No. There is zero artificial intelligence and no hidden cameras. There is no app, and Mirumi doesn’t even connect to your phone; it operates with a simple onboard behaviour algorithm.
Are Mirumi heavy?
It weighs just over 150 grams, so it’s quite light – the same weight as a peach or banana.
How long does a Mirumi stay awake for?
Using a simple USB charger, a full charge will keep your new best friend alive for eight hours.
In a nutshell, what does a Mirumi do?
Mirumi clings to your bag, reacts to head patting and turns towards sound.
How much is a Mirumi going to cost me?
Mirumi are priced at £149, making them more expensive than a Labubu. But remember, these are motion responsive wearable bag charms and not disposable toys.
Photography: Sarah Brick, supplied.