Toys"R"Us Japan, which operates one of the largest comprehensive specialty stores for toys and baby products in Japan, will grand open "Toys"R"Us Ueno Marui Store" inside the large commercial facility "Ueno Marui" in Tokyo on Friday, July 17, 2026.
Despite the declining birthrate, the size of Japan's toy market is on the rise. According to the Japan Toy Association, the domestic toy market size exceeded 1 trillion yen for the first time in fiscal year 2023, and in the most recent fiscal year 2025, it reached a record high of 1,166.4 billion yen (106.3% compared to the previous year). (*1) Among the factors contributing to this market expansion, the growing demand from the "kidult" segment, adults who enjoy toys and hobbies, is attracting attention.
In response to this growing demand, Toys"R"Us Japan is promoting the development of stores targeting the "kidult" demographic, and currently operates three stores in Japan. This initiative aims to meet the needs for "nostalgia" and "excitement" that can be enjoyed now that people have more financial freedom, such as purchasing products they longed for as children or reconnecting with beloved characters and items.
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■ Manager's comment
In recent years, we've noticed an increase in adult customers choosing products not "for their children," but "for themselves." We often hear comments like, "I can now enjoy something I wanted when I was younger," or "It brings back nostalgic feelings," and it seems they're enjoying the entire process, including the time spent choosing products in the store. Products that used to have a strong image as "children's items" are now being enjoyed more naturally in everyday life, whether as home decor or incorporated into daily use, and we're seeing this kind of enjoyment becoming more established.
We will continue to strive to create exciting shopping environments that can be enjoyed by people of all ages.
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This time, our store offers a wide selection of popular collectibles, including the globally popular "FUNKO POP!" deformed figures and "BLOKEES," an assembly-type action figure series that combines stylish design with high articulation. We also carry a wide variety of "blind boxes," which are popular for the thrill of not knowing what you'll get until you open them, including "BALLERS FIFA Series 1" and other popular products from domestic and international manufacturers. Furthermore, we also stock "iBLOOM," which is rapidly gaining popularity due to high inbound demand, providing a space where you can excitedly search for the toys and goods you want.
■BALLERS
BALLERS FIFA Series 1 is here! These blind boxes offer the excitement of collecting popular soccer players, with a surprise element in each box. Each player comes with different parts, including a ball, soccer goal, and court pieces. Collect all 30 court pieces to complete a mini soccer field. 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, and included parts (Contents and number of parts vary depending on the player.)
• Our regular 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's squishy toys, which look just like real bread and sweets and have an addictive fluffy and chewy texture, are incredibly popular. This time, Toys"R"Us Ueno Marui store will set up a special display area where you can choose from popular items from a wide selection of over 100 SKUs. (*3)
*Photo taken at Toys"R"Us Hakata Marui store
*Photo taken at Toys"R"Us Hakata Marui store
Furthermore, 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-edition "Milk-Soaked Bread Mini" as a gift. (*4)
[Details] https://www.toysrus.co.jp/ja-jp/events/event-219.html
At our new Toys"R"Us, we've created a space where not only children but also adults can enjoy shopping with excitement, and we look forward to your visit.
■Store Overview
Store name: Toys"R"Us Ueno Marui Store
Opening date: Friday, July 17, 2026
Location: Ueno Marui B1, 6-15-1 Ueno, Taito-ku, Tokyo
Sales area: Approximately 102.66 m²
Opening hours: 11:00 AM – 8:00 PM
*1 Based on the Japan Toy Association's "2023 Domestic Toy Market Size Survey Results" and "2025 Domestic Toy Market Size Survey Results."
*2 One of 42 different types is included. You cannot choose the type. If you purchase multiple items, you may receive the same type. The package shown is an example. The package you receive may differ from the image. The contents vary depending on the character.
*3 Depending on stock availability, we may limit the number of items you can purchase.
*4 Campaign details are subject to change without notice.
Limited to the first 500 customers; while supplies last.
<About Toys"R"Us Japan Co., Ltd.>
Toys"R"Us Japan, a subsidiary of Toys"R"Us Asia, operates under the vision of stimulating and inspiring the imagination of the next generation of children through the power of toys and play. It provides children with the best toys and play experiences, and families with products and services that support the healthy development of their children. With 158 Toys"R"Us and Babies"R"Us stores nationwide (as of July 3, 2026) and the Toys"R"Us/Babies"R"Us online store, Toys"R"Us offers a wide range of products, including carefully selected toys and baby products from domestic and international manufacturers, as well as original brand items and collector's items. It delivers the joy of play and discovery to customers of all ages, from children to adults.
[From a press release by Toys"R"Us Japan Co., Ltd.]
