Felissimo Presents 'Message Friends' Acrylic Keychains: Born from a Mother's Wish for Her Child with Selective Mutism

In the summer of 2025, Felissimo launched the 'Product Planning Project for Just One Person' to commemorate its 60th anniversary. This special initiative aims to create products that genuinely help an individual solve their specific problems or fulfill their unique wishes. After about a year since the application process, the 'Message Friends' communication acrylic keychains have been completed and presented to a mother whose daughter has selective mutism.

Selective mutism is a condition where a child can speak normally at home but remains silent in social settings such as kindergartens, schools, or stores. It is often misunderstood as shyness or selfishness, but it is a state where the child wants to speak but cannot due to anxiety. Forcing them to speak can worsen the anxiety, making it a complex issue to solve.

The idea came from a mother (pen name: Tenten), who wished for a cute tool to help her 4-year-old daughter express feelings like 'Thank you' while shopping or at restaurants. Felissimo planners resonated deeply with this wish and collaborated with illustrator Hinako Ouchi to bring the idea to life.

The resulting 'Message Friends' collection includes 10 types of message keychains. Beyond standard greetings like 'Thank you' and 'I'm sorry,' the lineup features relatable expressions such as 'I'm sad' or 'No good' to allow for honest emotional communication.

Illustrator Hinako Ouchi, who has been active independently since 2023 after working for stationery manufacturers, proposed drawing while communicating with the child to capture the right essence. During the presentation ceremony, the mother expressed her joy, saying the items exceeded her expectations in fun and positivity. Felissimo is now considering a general release of these items due to the heartfelt nature of the project and its potential to help others in similar situations.