Niwakyu Co., Ltd. (Headquarters: Ena City, Gifu Prefecture; President & CEO: Makoto Niwa), a manufacturer of household products that are gentle on both the planet and the body, will begin sequential sales of 'Nuikurin,' a plush toy (charm) cleaner, at drugstores, supermarkets, and home centers nationwide.

Background of Development

Plush toy market hits record high!

The 'Nui-daku' trend transforms plush toys from 'home décor' to 'portable companions'

According to the Japan Toy Association, the plush toy market in fiscal 2024 grew 115.3% year-on-year, reaching approximately ¥45 billion—a record high.※1 A survey conducted by our company in January 2026 revealed an overall plush toy ownership rate of 32%, with over 50% among women aged 15–40, indicating that plush toys have become increasingly integrated into daily life.

Recently, 'Nui-daku'—enjoying plush toys in everyday life by attaching idol or character plushies to bags, dressing them up, and taking photos (known as 'Nui-dori')—has gained popularity as an extension of 'Oshi-activity.' This trend extends beyond Gen Z to include people in their 30s, 40s, and even seniors. A variety of related services have emerged, such as overnight stays with plush toys and plush-friendly cafes.

We recognized that as 'Nui-daku' becomes more widespread, plush toys are evolving from items displayed at home to portable charms attached to bags. With this shift, users are concerned about dirt but find washing inconvenient or unclear on proper methods. In response, we developed and are launching 'Nuikurin,' a dedicated cleaner for plush toys (charms).

※1: Source: Japan Toy Association, '2024 Toy Market Size Survey Data [Top 10 Categories],' June 2025

https://www.toys.or.jp/toukei_siryou_data.html

Features

・ Simple to use! Just spray and wipe

Effectively cleans portable plush toys without water washing. No soaking or drying required—preserves the softness of your cherished plush toys and helps prevent deformation.

・ Fragrance-free, with no synthetic detergents or alcohol—safe and gentle for everyday use.

・ Compact 100ml size, perfect for on-the-go use!

Product Overview

Product Name: Plush Toy (Charm) Cleaner 'Nuikurin'

Capacity: 100ml

pH Level: Slightly alkaline

Main Ingredients: Ionized water, softening agents

Usage: Removes dirt from plush toys, fabric mascots, plush charms, and similar items

Suggested Retail Price: ¥980 (excluding tax)

Availability: Manufacturer shipments begin July 13, 2026 (limited quantity). Sequential sales at drugstores, supermarkets, and home centers nationwide

Website: https://www.niwakyu.com/

FACT BOX

  • Source: PR TIMES
  • Category: New Product