New Baby Toy Brand "Baby curiosity®" Lineup Launched in April!

Infant toy manufacturer People Co., Ltd. (Chuo-ku, Tokyo; Director and Representative Executive Officer: Masato Kiribuchi) has unveiled the series lineup for its newly launched "Baby curiosity®" brand.

Sales will sequentially commence nationwide in early April 2026 at baby specialty stores, mass retailers, and toy retailers.

What is Baby curiosity®?

The catalyst for the birth of "Baby curiosity®" was the "People Baby Research Institute," a project that shares the insights from over 40 years of child observation cultivated by our company.

Since 2022, the People Baby Research Institute has regularly held "Workshops to Savor Babies," with over 500 parent-child pairs participating, accumulating insights into the curious behaviors of 0-year-olds.

From these insights, we re-examined the question: "What toys are necessary for a 0-year-old's curiosity?" We thoroughly re-evaluated everything from long-selling products to those that had been discontinued in the past, leading to a complete renewal of our baby product lineup and brand.

Scenes from the "Workshops to Savor Babies" Scenes from monitor tests during prototyping

We want you to enjoy choosing toys with "Curiosity Onomatopoeia"

As a toy manufacturer, we often hear concerns about "toy selection."

"I don't know what to choose from the vast amount of information online..."

"I bought a standard product based on reviews, but my child didn't play with it..."

In the Baby curiosity® series, each product is assigned a "curiosity onomatopoeia" that evokes a baby's actions, which is also printed on the product packaging.

'Namename' (licking/mouthing) 'Majimaji' (staring intently) 'Gui~Pa!' (grasping and releasing)

By observing your baby's actions, you are sure to find a "curiosity onomatopoeia" that makes you think, "My child does that too!" We want you to enjoy choosing toys while observing your baby's ever-changing curiosity and growth. The Baby curiosity® series embodies such aspirations, based on our company's development philosophy.

Baby curiosity® Series Lineup

On April 1, 2026, the lineup and product information for 14 renewed existing products were released.

Sales will sequentially commence nationwide at baby specialty stores, mass retailers, and toy retailers.

*For product stock and other inquiries, please contact each retailer.

April 2026 Launch Lineup