San-X (Rilakkuma & Sumikko Gurashi)

San-X is the Japanese character studio often mentioned in the same breath as Sanrio, though its creations tend toward the mellow and slightly melancholic. Its headliner is Rilakkuma, the zip-backed "relax bear" who debuted in 2003 alongside pal Korilakkuma and the little yellow bird Kiiroitori, an unapologetic icon of doing absolutely nothing.

Then there's Sumikko Gurashi, the "corner dwellers," a gang of shy, anxious little characters who'd genuinely rather hide in the edge of the room, plus older favorites like Tarepanda and Mamegoma. The charm is in the relatable low-energy personalities, which have made San-X a comfort brand for stressed students and adults alike.