The traditional doll-making company Suzuki Dolls has reported a surge in sales, after the fourth episode of My Dress Up Darling premiered on January 29, 2022. The Suzuki Dolls company's third-generation doll maker named Keisho Suzuki, who became the model for My Dress Up Darling Wakana Gojo, told Yorozu News that the Hina doll went viral because of the anime.

A total of 300 sets of modern-style Hina dolls, the "Bell's kiss" variant from Suzuki Dolls, were sold out shortly after the episode of My Dress Up Darling aired. "There are a lot of fans who buy the dolls," said Suzuki. Keisho Suzuki hopes his work will be interesting and modern enough to spread the appeal of Hina dolls.

About a year before manga artist Shinichi Fukuda launched his manga in January 2018, Keisho Suzuki was approached by Fukuda and his publisher to model Gojo's character.

Suzuki guided the artists around the workshop and was interviewed several times in the process of making the manga. He approved the manga's depiction of traditional Japanese Hina doll making..

Keisho Suzuki, who has worked as a professional craftsman since he was 26 years old, creates about 40,000 Hina dolls per year. His "modern style" Hina doll imitates the hairstyles and kimonos worn by today's youth. To make dolls that are easier to display in small houses that are popular today, he also makes them in a compact size.

Although he initially faced skepticism for breaking with tradition, the modern-style Hina dolls have been selling well even at a time when the demand for traditional crafts is shrinking. He hopes that people will come to Iwatsuki City in Japan's Saitama Prefecture, which is known as the center of Hina doll production.

“I want to continue making dolls that people can admire while thinking, 'This is charming enough to feature in an anime,” Suzuki said.

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