Sassy's Popular Toys Get a Candy Color Makeover! Exclusive Launch at Akachan Honpo

From Sassy, the educational toy brand born in America and imported and sold by Dadway Co., Ltd. (Headquarters: Yokohama, Kanagawa Prefecture, President and CEO: Hiroto Ohno) as the official Japanese distributor, comes a limited-edition candy color series exclusively for Akachan Honpo (Operated by: Akachan Honpo Co., Ltd., Headquarters: Osaka City, Osaka Prefecture). Four of Sassy's popular products will be released sequentially starting July 1, 2026 (Wed.) at Akachan Honpo stores nationwide and the Akachan Honpo online shop (https://shop.akachan.jp), featuring new colors that babies will love and that make for beautiful gifts.

*Dadway total shipments in 2025

Spark curiosity with colors for everyday parenting.

Sassy is characterized by designs that incorporate ingenuity in colors, shapes, and textures that captivate babies, backed by research into infant brain, physical, and emotional development. It has garnered a reputation through numerous reviews and social media posts, with comments like "plays with amazing concentration" and "responds so well," and is loved by countless babies across generations.

About Akachan Honpo Limited Candy Colors

Sassy has been a popular educational toy brand at Akachan Honpo for many years. This time, Sassy and Akachan Honpo collaborated to develop limited-edition colors.

Light blue, pink, yellow—soft, yet vibrant.

Following the significant positive response to previously released limited colors and requests from fans, this initiative has been realized to meet the needs of parents who want to "color their parenting more comfortably."

While maintaining Sassy's philosophy of "encountering curiosity through color," the "candy colors" that make you want to pick them up have been born. The joy of choosing Sassy expands further with these limited colors, available only at Akachan Honpo stores. With their gentle tones, they are also well-received as gifts.

They captivate babies. They make you want to keep them close. Sassy's Akachan Honpo limited colors achieve both of these.

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Introduction to the 4 Target Products

Chewy Bee

(Tax-included price: ¥1,078 / Recommended age: 3 months and up)

An iconic Sassy product that has surpassed 1 million cumulative units shipped*. For nearly 20 years since its sale in Japan, it has maintained enduring popularity as a staple for baby showers. It is designed to be easy for a baby's hands to grip, and allows them to enjoy the different textures of each wing. *Dadway shipment numbers as of 2025

Rolling Ball

(Tax-included price: ¥1,078 / Recommended age: From birth)

A ball-shaped rattle that encourages babies' visual tracking as it rolls and stimulates their hearing pleasantly with its rattling sound. Its easy-to-grip size makes it a popular first toy.

Smiley Mirror Rattle

(Tax-included price: ¥1,540 / Recommended age: 3 months and up)

This cute rattle with a smiling face has a symmetrical design that is easy for babies to recognize. It makes a rattling sound when shaken and a squeaking sound when the nose is pressed, and the mirror on the back allows for peek-a-boo fun. It is a popular product with educational elements that promote the development of self-recognition.

Beads Rattle

(Tax-included price: ¥1,078 / Recommended age: From birth)

With an easy-to-grip ring shape, the colorful beads inside create a sound with every movement. The coordination of gripping, shaking, and seeing pleasantly stimulates a baby's brain and senses.

Reasons for Choosing as a Baby Shower or Birthday Gift

Educational Features that Support Growth

Based on child development psychology, the designs combine simple shapes with high-contrast, vibrant colors that are easy for newborns to recognize as their vision develops. Furthermore, the combination of diverse textures such as smooth and bumpy, and different materials that produce pleasant sounds, promotes the integration of sight, touch, and hearing.

Affordable Price Point for Small Gifts

The prices for the four products range from ¥1,078 to ¥1,540.

They are affordably priced, making them easy to pick up when you want to add an extra item to a baby shower or birthday gift.

Points to Consider When Choosing Toys

The Children's PSC mark is displayed on infant toys for children under 3 years of age that comply with the technical standards set by the country based on the Consumer Product Safety Act.

Designs that Add Color to Daily Life

The Akachan Honpo limited candy colors are bright and gentle tones that add color to everyday life.

Their attractive design makes them stand out even in a gift box.

Special Exclusivity

As limited-edition colors available only at Akachan Honpo, they are appreciated as special gifts that are a step above the regular products.

Sales Channels

Akachan Honpo stores nationwide, Akachan Honpo online shop

https://shop.akachan.jp

What is Sassy?

Sassy is an educational toy brand founded in the United States in the 1980s. Products co-developed with child development psychology experts stimulate babies' curiosity and develop their innate abilities through high-contrast colors that babies can easily recognize, diverse textures like bumpy and smooth, and mechanisms involving sound, light, and movement.

Official Instagram

Company Profile

Company Name: Dadway Co., Ltd.

Headquarters: 2-15-12 Shin-Yokohama, Kohoku-ku, Yokohama, Kanagawa Prefecture

Representative: President and CEO Hiroto Ohno

Established: October 1, 1992

Capital: 30 million yen

URL: https://www.dadway.com/

"Exciting Days with Children"

Founded in 1992. Bringing "special finds" from around the world to Japan for childcare products. Instead of rigidly fitting into Japanese molds, we maximize value with our partners and customers by leveraging the inherent brilliance of the brands. Furthermore, utilizing this expertise, we infuse "essence" necessary for life into functionality and design, creating products together with manufacturers. We weave together the best of the world and Japan, adding color to families' daily lives.

As the official Japanese distributor, we handle the import and sales of Sassy products, which have been loved by Japanese families for 25 years since 2001.