A new concept store for "kidults," "Toys"R"Us" Ueno Marui Store," will open on the B1F of Ueno Marui (Marui Co., Ltd., Headquarters: Nakano-ku, Tokyo, President and Representative Director: Masahiro Aono).

At this new style of Toys"R"Us, we have prepared a space where adults can enjoy shopping with excitement, and we sincerely await your visit.

What is the New Concept "Kidult Specialty Store"?

This is a new concept store from Toys"R"Us, born from the growing demand for adult hobbies and the desire to re-enjoy toys and characters that were once longed for in childhood.

We offer a lineup centered on products that will excite adults, from nostalgic items to the latest collectible figures and blind boxes, providing an experiential sales floor that can be enjoyed across generations.

As a backdrop, the Japanese toy market exceeded 1 trillion yen for the first time in fiscal year 2023 and is projected to expand to 1.1664 trillion yen in fiscal year 2025 (*1). The "kidult" demographic, where adults enjoy toys, is driving this growth, and this new business format is being developed as a store specializing in these needs.

*1 Source: Japan Toy Association, "FY2023 Domestic Toy Market Size Survey Results" and "FY2025 Domestic Toy Market Size Survey Results"

Features of "Toys"R"Us" Ueno Marui Store"

The biggest feature of this store is its sales floor composition specialized for kidults, with a lineup focused on toys and hobbies that adults can enjoy "for themselves."

We offer a wide range of highly collectible items such as the globally popular "FUNKO POP!" and the highly articulated figures "BLOKEES." Furthermore, we have a large selection of "blind boxes," where the contents are unknown until opened, from domestic and international manufacturers, and will also sell the trending "BALLERS FIFA Series 1."

Additionally, for "iBLOOM," which is popular with inbound tourists, we have set up a special sales floor with over 100 varieties. We offer an experiential shopping space where you can choose from a wide selection of fluffy and chewy squishies after actually holding them.

Product Example

BALLERS

Introducing BALLERS FIFA Series 1. With its blind box format, you can collect trending soccer players while enjoying the excitement of what you'll get. Each player comes with different parts such as a ball, soccer goal, and court parts, and collecting all 30 court parts allows you to complete a mini soccer court. A mini poster of the soccer player is also included.

【Details】(*2)

・Product Name: BALLERS FIFA Series 1 (42 types in total)

・Set Contents: Capsule container, collectible book, attached parts (contents and number of parts vary by player.)

・Our Regular Price: 2,499 yen (tax included)

*2 One of the 42 types is included. You cannot choose the type. If you purchase multiple items, you may receive the same type. The packaging is an example. Contents vary by character.

© FIFA, FIFA’s Official Licensed Product Logos, and all brand elements, designs and trade names of FIFA and FIFAe tournaments, events and products are copyrights and / or trademarks of FIFA.

iBLOOM

With their realistic appearance of bread and sweets, iBLOOM squishies are incredibly popular for their addictive fluffy and chewy texture once you touch them. At the "Toys"R"Us" Ueno Marui Store," we have set up a special sales floor where you can choose from over 100 varieties of popular items. (*3)

*3 Purchase quantity may be limited depending on stock status.

*Photo is of Toys"R"Us Hakata Marui Store.

Opening Campaign

To commemorate the opening, we will present a "Milk Soaked Bread Mini" (limited design) with purchases of iBLOOM squishies totaling 2,000 yen (tax included) or more in a single transaction. (*4)

*4 Campaign details are subject to change without notice.

First 500 units total, ends when supplies run out.

Shop Overview

Store Name: Toys"R"Us" Ueno Marui Store

Opening Date: July 17, 2026 (Fri)

Location: Ueno Marui B1F, 6-15-1 Ueno, Taito-ku, Tokyo

Sales Floor Area: Approximately 102.66m2

Business Hours: 11:00 AM - 8:00 PM

▼Ueno Marui

https://www.0101.co.jp/058/

▼Marui

https://www.0101.co.jp

FACT BOX

  • Source: PR TIMES
  • Category: 新店舗オープン
  • Organizations: FIFA / iBLOOM / FUNKO POP