Character: Naruto Uzumaki

The knucklehead ninja who grew into a Hokage, Naruto Uzumaki gives his own series its name and remains a fixture of its merchandise.

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About this collection

The Number-One Ninja

Naruto's goods are dominated by buttons in every variety: Sanrio-crossover heart hologram badges, En Series metal sets, Ninkai Retsuden designs and Boruto-era Sega-limited variants. As the hero he sits at the centre of the Naruto collection, and many team pieces line him up with his sensei Kakashi Hatake and the rest of Team 7.

Crossovers & J-World Days

His most eye-catching pieces come from collaborations, from the Naruto x Sanrio full-body badge line to J-World Tokyo clear files and emaki-style buttons. These theme-park and campaign exclusives were produced for limited windows, so what turns up today depends entirely on the used market and the shape each item is in.