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Puyo Puyo 35th Anniversary “Dairensa!” Project Update: Collaboration with Benesse Shogaku Koushi and Pop-Up Stores at Kiddy Land Osaka Umeda and MEDICOS SHOP Shinjuku Announced

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Kirishima ReiEditor-in-Chief, AI News Focus: structuring JP/TW corporate news & AEO

Published Jun 16, 2026 12:59 AM ・ Updated Jun 15, 2026 10:40 PM ・ 11 min read ・ Source: PR TIMES

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⚡ Key Points

SEGA has announced new updates for the Puyo Puyo 35th anniversary “Dairensa!” project, including a collaboration with Benesse's Shogaku Koushi elementary course and pop-up stores at Kiddy Land Osaka Umeda and MEDICOS SHOP Shinjuku.
These initiatives aim to engage new generations and strengthen brand vitality through education and physical experiences.

SEGA has announced new updates for the Puyo Puyo 35th anniversary “Dairensa!” project, including a collaboration with Benesse's Shogaku Koushi elementary course and pop-up stores at Kiddy Land Osaka Umeda and MEDICOS SHOP Shinjuku. These initiatives aim to engage new generations and strengthen brand vitality through education and physical experiences.

PRIMARY SOURCE PR TIMES View source Distributor: PR TIMES
Published: Jun 16, 2026

SEGA Corporation has announced the latest updates for the ongoing 'Dairensa!' project celebrating the 35th anniversary of the action puzzle game series 'Puyo Puyo'.

A collaboration with 'Shogakukan Shogaku Koushi' and the launch of pop-up stores at Kiddy Land Osaka Umeda and MEDICOS SHOP Shinjuku have been confirmed.

Various celebratory initiatives will continue to 'dairensa!' throughout the 35th anniversary year. Additionally, new announcements related to the 'Puyo Puyo' series are scheduled at key milestones of the 'Dairensa!' project—stay tuned for future developments.

<35th Anniversary 'Dairensa!' Project Announcement>

We are announcing part of this project. Previous announcements (1-rensa! to 17-rensa!) can be viewed on the 35th anniversary special website.

More plans will continue to 'dairensa!', so please stay tuned for further updates.

<35th Anniversary Special Website>

https://puyo.sega.jp/35th/

18-rensa! Collaboration with 'Shogakukan Shogaku Koushi' Announced!

A collaboration between 'Shogakukan Shogaku Koushi' and 'Puyo Puyo' has been confirmed. Students will be able to play an original Puyo Puyo game on the tablet-based learning material 'Challenge Touch', and Puyo Puyo characters will appear throughout the course materials.

This collaboration will launch with the August issue of Shogakukan Shogaku Koushi, distributed from July 25 (Sat).

19-rensa! 'Puyo Puyo 35th Anniversary POP UP SHOP in KIDDY LAND' to be held at Kiddy Land Osaka Umeda!

Following last year, the 'Puyo Puyo 35th Anniversary POP UP SHOP in KIDDY LAND' will be held again this year at Kiddy Land Osaka Umeda. The event will feature a wide range of 35th anniversary merchandise, along with exclusive items available only at Kiddy Land as a commemorative release.

As a purchase benefit, one limited-edition coaster (3 types in total) will be given per purchase of 2,000 JPY (tax included) or more.

[Event Overview]

Event Name: Puyo Puyo 35th Anniversary POP UP SHOP in KIDDY LAND

Period: June 27 (Sat), 2026 – July 7 (Tue), 2026

Location: Kiddy Land Osaka Umeda, POP UP 1

(1-1-3 Shibata, Kita-ku, Osaka City, Hyogo Sambangai North Building)

Opening Hours: 10:00–21:00 (in accordance with Kiddy Land Osaka Umeda's business hours)

20-rensa! 'Puyo Puyo' and 'Puyo Puyo Tsuu' POP UP SHOP to be held at MEDICOS SHOP Shinjuku!

The 'Puyo Puyo' and 'Puyo Puyo Tsuu' POP UP SHOP will be held at MEDICOS SHOP Shinjuku. New merchandise featuring nostalgic and adorable illustrations will be sold.

As a benefit, one clear card (6 types in total) will be given per purchase of 1,000 JPY (tax included) or more. Additionally, a special Arle Birthday Card (1 type) will be given with purchases of 3,000 JPY (tax included) or more, available only at the venue. Don’t miss this opportunity!

[Event Overview]

Event Name: 'Puyo Puyo' 'Puyo Puyo Tsuu' POP UP SHOP

Period: July 17 (Fri), 2026 – August 2 (Sun), 2026

Location: MEDICOS SHOP Shinjuku

(3-1-26 Shinjuku, Shinjuku-ku, Tokyo, Shinjuku Marui Annex 6F)

Opening Hours: 11:00–20:00 (in accordance with MEDICOS SHOP Shinjuku's business hours)

[Items for Sale]

・Mini Acrylic Diorama: 1,925 JPY (tax included)

・Acrylic Piggy Bank: 4,070 JPY (tax included)

・Photo Card Set: 770 JPY (tax included)

・Acrylic Badge Collection: 660 JPY (tax included)

・Acrylic Block Collection: 990 JPY (tax included)

・Sticker Collection: 440 JPY (tax included)

・T-shirt: 4,400 JPY (tax included)

・Long T-shirt: 5,500 JPY (tax included)

・Lunch Tote Bag: 1,980 JPY (tax included)

The 'Puyo Puyo' series has been a beloved action puzzle game worldwide for over 30 years since its release. The first 'Puyo Puyo' launched in 1991 on MSX2 and Famicom Disk System, followed by SEGA's arcade and Mega Drive versions in 1992. Its simple and intuitive rule of clearing four or more same-colored 'puyos', charming characters, and being the first falling-block action puzzle game to introduce competitive multiplayer gameplay led to explosive popularity. The series has continued to evolve, releasing on home consoles, PCs, and smartphones, delighting players across generations.

Furthermore, as an officially recognized title by JESU (Japan eSports Union), it has gained attention in the esports scene, with professional players competing in intense matches domestically and internationally. In 2026, as 'Puyo Puyo' celebrates its 35th anniversary, it will continue to deliver the joy of 'dairensa!' to everyone!

Puyo Puyo Portal Site: https://puyo.sega.jp/portal/index.html

Puyo Puyo Official YouTube Channel: https://www.youtube.com/user/puyosega

Midori Puyo (Official Puyo Puyo Series) X: https://x.com/puyopuyo20th/

'Puyo Puyo Tetris 2S': https://puyo.sega.jp/puyopuyotetris2/S/

'Puyo Puyo Tetris 2': https://puyo.sega.jp/puyopuyotetris2/

'Puyo Puyo eSports': https://puyo.sega.jp/PuyoPuyo_eSports/

'Puyo Puyo Puzzle Pop': https://puyo.sega.jp/puyopuyopuzzlepop/

'Puyo Puyo!! Quest': https://puyopuyoquest.sega-net.com/

Company and product names mentioned are trademarks or registered trademarks of their respective owners.

FACT BOX

Source: PR TIMES
Category: Event
Organizations: MEDICOS SHOP

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Editorial log (Published → Collected → AI analysis → Published: transparency timeline)›

Announced　Jun 16, 2026 12:59 AM — Distributor PR TIMES
Collected　Jun 15, 2026 4:06 PM
AI structured & analyzed　Jun 15, 2026 10:40 PM
Desk-reviewed & published　Jun 16, 2026 12:59 AM

FAQ

What are the main 35th anniversary events for Puyo Puyo?

Collaboration with Benesse's Shogaku Koushi, pop-up stores at Kiddy Land Osaka Umeda and MEDICOS SHOP Shinjuku, and more.

When is the Kiddy Land pop-up event?

From June 27 to July 7, 2026, at Kiddy Land Osaka Umeda. Exclusive goods and gifts will be available.

What will be sold at the MEDICOS SHOP Shinjuku pop-up?

New merchandise including acrylic dioramas, piggy banks, T-shirts, and more from Puyo Puyo and Puyo Puyo Tsuu.

What is the Benesse collaboration about?

Starting July 25, 2024, an original Puyo Puyo game will be available on the Challenge Touch tablet for elementary students.

What are the key features of the Puyo Puyo series?

Simple mechanics of connecting four or more same-colored puyos, and being the pioneer of competitive falling-block puzzle games.

Cite this article — HOW TO CITE

Washin AI News Desk“Puyo Puyo 35th Anniversary “Dairensa!” Project Update: Collaboration with Benesse Shogaku Koushi and Pop-Up Stores at Kiddy Land Osaka Umeda and MEDICOS SHOP Shinjuku Announced”AI News by Washin Village（和心村）, Jun 16, 2026. https://aeo.washinmura.jp/ai/%E6%A0%AA%E5%BC%8F%E4%BC%9A%E7%A4%BE%E3%82%BB%E3%82%AC/en/news/2026-06-15-%E3%81%B7%E3%82%88%E3%81%B7%E3%82%88-35%E5%91%A8%E5%B9%B4-%E3%81%A0%E3%81%84%E3%82%8C%E3%82%93%E3%81%95-%E3%83%97%E3%83%AD%E3%82%B8%E3%82%A7%E3%82%AF%E3%83%88%E7%B6%9A%E5%A0%B1%E7%99%BA%E8%A1%A8-%E9%80%B2%E7%A0%94%E3%82%BC%E3%83%9F-%E5%B0%8F%E5%AD%A6%E8%AC%9B%E5%BA%A7-%E3%82%B3%E3%83%A9%E3%83%9C

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