Toys 'R' Us Japan to Grand Open 'Kidult'-Focused Store at Ueno Marui on Friday, July 17, 2026

Toys 'R' Us Japan Co., Ltd. (Headquarters: Kawasaki City, Kanagawa Prefecture; President and CEO: Peter Schatz), operator of Japan's largest comprehensive specialty retailer for toys and baby products, will grand open the 'Toys 'R' Us Ueno Marui Store' on Friday, July 17, 2026, within Ueno Marui, a major commercial facility in Tokyo.

Despite Japan's declining birthrate, the domestic toy market continues to expand. According to the Japan Toy Association, the domestic toy market exceeded 1 trillion yen for the first time in fiscal year 2023, and is projected to reach 1.1664 trillion yen in fiscal year 2025 (106.3% year-on-year), setting a new record high. (※1) One key factor driving this market growth is the rising demand from 'kidults'—adults who enjoy toys and hobbies.

Responding to this growing demand, Toys 'R' Us Japan is advancing its store expansion targeting the 'kidult' demographic, currently operating three such stores nationwide. These stores meet the needs of adults who now have the financial means to purchase items they once coveted as children or reconnect with nostalgic characters and products, offering experiences filled with 'nostalgia' and 'excitement'.

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Store Manager's Comment

We've noticed a growing number of adult customers who choose products not 'for their children' but 'for themselves.' Many express sentiments like 'I can finally enjoy what I wanted as a child' or 'it brings back nostalgic feelings.' It's clear they enjoy not just the products, but the entire experience of browsing and selecting items in-store. Products once strongly associated with 'children's items' are now increasingly being used as home décor or integrated into daily life, and we're seeing this lifestyle integration become more established.

We will continue striving to create exciting shopping spaces enjoyable for all generations.

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At this new store, popular collectible items such as the globally renowned stylized figures 'FUNKO POP!' and the buildable action figure series 'BLOKEES,' known for their sleek design and high articulation, will be fully stocked. Additionally, the popular 'blind boxes,' which generate excitement through the surprise of not knowing which item you'll get until opening, will feature the 'BALLERS FIFA Series 1' and other popular products from domestic and international manufacturers, offering a wide variety of choices. The store will also carry 'iBLOOM,' which is gaining rapid popularity and high inbound demand, providing a space where customers can excitedly search for their desired toys and goods.

BALLERS

BALLERS FIFA Series 1 is now available. In blind box format, you can collect popular soccer players with thrilling anticipation. The included parts—such as balls, soccer goals, and court pieces—vary by player. Collecting all 30 court pieces allows you to assemble a mini soccer field. Each box also includes a miniature poster of the soccer player.

【Details】 (※2)

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

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

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

© 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. ※Image is for illustrative purposes only

iBLOOM

iBLOOM squishies, famous for their realistic appearance of bread and sweets and their uniquely addictive soft, fluffy, and chewy texture. At the Toys 'R' Us Ueno Marui Store, a specially designed sales area will be set up, allowing customers to choose from over 100 SKUs of popular items. (※3)

※Photo is from Toys 'R' Us Hakata Marui Store

To commemorate the opening, customers who purchase iBLOOM squishies totaling 2,000 yen (tax included) or more in a single transaction will receive a limited-design 'Milk-Soaked Bread Mini' as a gift. (※4)

【Details】 https://www.toysrus.co.jp/ja-jp/events/event-219.html

This new concept of Toys 'R' Us offers a space where not only children but also adults can enjoy shopping with excitement, and we look forward to welcoming all customers.

Store Overview

Store Name: Toys 'R' Us Ueno Marui Store

Opening Date: Friday, July 17, 2026

Location: B1, Ueno Marui, 6-15-1 Ueno, Taito-ku, Tokyo

Sales Area: Approximately 102.66㎡

Business Hours: 11:00–20:00

※1 Source: Japan Toy Association, '2023 Domestic Toy Market Size Survey Results,' '2025 Domestic Toy Market Size Survey Results'

※2 Each box contains one of the 42 types. Specific types cannot be selected. Purchasing multiple boxes may result in duplicates. Packaging shown is an example; actual packaging may differ from the image. Contents vary by character.

※3 Purchase quantity may be limited depending on stock availability.

※4 Campaign details are subject to change without notice.

First 500 customers only, while supplies last