"niko and ..." to Release Collaboration Items with 8 Picture Books by Hiroshi Tada, Beloved Across Generations, Starting May 13 (Wednesday)!

Adastria Co., Ltd. (Headquarters: 2-21-1 Shibuya, Shibuya-ku, Tokyo; Representative Director and President: Yoshiteru Kitamura), part of the and ST HD Group with the mission of "Play fashion!" and operating over 40 multi-brands, will launch collaboration items with a total of 8 picture books by Hiroshi Tada—"Onnaji Onnaji," "Hanbunko," "Nani Shiteru Nani Shiteru," "Nezumi-san no Nagai Pan," "Nezumi-san no Okaimono," "Honto Kana Honto Kana," "Boku no Da Boku no Da," and "Dobutsu Kotoba Asobi Karuta" (published by Kogumasha)—at all "niko and ..." stores, official web store and ST, other online stores, and overseas stores starting May 13, 2026 (Wednesday).

"niko and ..." develops projects that propose unique items and experiences through the nine elements of its brand concept, "uni9ue senses" (clothing, food, housing, play, knowledge, health, travel, music, LOCAL). Hiroshi Tada's picture books, filled with humor characteristic of a cartoonist, feature stories of animals laughing innocently that easily resonate with children's hearts. Many of his timeless masterpieces are now long-sellers, passed down through three generations from parents who were once children to their own children, cherished as books that connect eras. The collaboration was realized because Hiroshi Tada's humorous style and "niko and ..."'s playful taste matched perfectly.

The collaboration items feature humorous designs that directly translate the world of the picture books into products. The focus is on a taste that is not overly cute, allowing adults to enjoy them as well. The art featuring an all-over pattern from the picture book "Hanbunko" is designed for adult use with the story written in English. In addition to the familiar stainless steel bottles and eco-bags, popular vinyl umbrellas for kids will make their first appearance in this collaboration. The lineup, which allows for matching outfits for parents and children, will further enrich rainy day outings.

"niko and ..." x "Hiroshi Tada" Collaboration Overview

Official Release Date: May 13, 2026 (Wednesday) from 10:00 AM onwards

* Release dates may change due to production circumstances.

Online Site: https://www.dot-st.com/nikoand/disp/itemlist/?dispNo=00200533

Available Stores: All "niko and ..." stores in Japan and overseas, and ST Yume Mall Saijo, and ST Lalaport Anjo, official web store and ST, ZOZOTOWN, Rakuten Fashion

* Release dates may vary by store.

Product Details (Partial Excerpt)

A scene from the picture book where Boo-chan performs magic.

The second hand features a frog jumping out of a hat, recreating a comical scene.

Product Name: Wall Clock

Price: 3,300 yen (tax included)

An eco-bag that can be stored directly in the character's face. It comes with a ball chain, so you can carry it with you anytime.

Product Name: Eco-Bag

Price: 3,300 yen (tax included)

Color Variations: Pink / Blue / Gray

Kids' vinyl umbrella, making its first appearance as a collaboration product. It features a design with Boo and Pyon largely printed.

Product Name: Kids' Vinyl Umbrella

Price: 1,320 yen (tax included)

Stainless steel bottle with a lid that doubles as a cup. Its easy-to-use design for parents and children makes it active in various scenes such as festivals, schools, indoors, and outdoors.

Product Name: Stainless Steel Bottle

Price: 2,640 yen (tax included)

Color Variations: Ivory / Gray

A magazine rack with a convenient pocket on the outside for storing remote controls and other items.

Product Name: Magazine Rack

Price: 4,400 yen (tax included)

About "Hiroshi Tada"

Born in Tokyo in 1937. Graduated from Musashino Art University, Department of Design. His picture books, full of humor characteristic of a cartoonist, are popular among young children. In addition to the long-selling "Boo and Pyon Picture Book Series," he has authored many other works. He has also worked extensively on illustrations for children's stories. He is also skilled in wordplay, and his wordplay picture books, such as "Medaka no Megane," captivate adult readers as well. Member of the Japan Cartoonists Association, Manga Shudan, and Manga Artists' Picture Book Association.

<URL> https://kogumasha.co.jp/ec/product/category/52

About "niko and ..."

"niko and ..." is a "style editorial brand" that develops apparel, miscellaneous goods, furniture, and food.