Toys"R"Us Japan, which operates one of the largest comprehensive specialty stores for toys and baby products in Japan, grand opened "Toys"R"Us Ueno Marui Store" on Friday, July 17, 2026, inside the large commercial facility "Ueno Marui" in Tokyo.
[From a press release by Toys"R"Us Japan Co., Ltd.]
Scenes from the opening of the Ueno Marui store
On opening day, we received a tremendous response, with approximately 100 customers lining up even before the store opened. Furthermore, sales on the first day reached 386% of our projections, resulting in a significantly better start than expected. This result demonstrates the high potential of the "kidult" market.
Our store is a specialty shop based on the concept of "Kidalto," which is something that adults can also enjoy. Unlike regular Toys"R"Us stores, we target adults (Kidalto) as our main audience and offer a product lineup tailored to their needs and preferences.
Furthermore, to ensure that customers enjoy the time spent searching for toys, we have adopted a store layout that encourages them to wander around and make new discoveries. Our aim is to create an exciting shopping environment where customers can find new favorites every time they visit.
■Store interior images
■Customer Feedback
"I'm surprised there are so many squishies available, which are currently very popular and I'm also hooked on." (Woman in her 20s)
"There are so many products featuring my favorite characters, it's fun to look for them." (A woman in her late teens traveling from Hong Kong)
"I came to buy what I wanted, but there was a wide variety of blind boxes nearby, and when I looked at them, I wanted them all. I think I might end up collecting them all." (Man in his 30s)
■Best-selling products
≪iBLOOM Squeeze≫
One of our best-selling items is the currently very popular "iBLOOM" squishy toys. This section is particularly popular with a wide range of customers, especially young women, as well as customers from overseas.
In our store, we dedicate approximately one-quarter of our sales floor space to iBLOOM products, creating a specially designed sales area.
iBLOOM's squishies, with their uniquely soft and chewy texture that's addictive once you touch them, are sure to pique your interest. Find your favorite from their wide selection!
Product name: Goodnight Marmot_Sleepy Marmot (White)
Our regular price (tax included): ¥1,459
Product name: I Love Peach King (Pink)
• Our regular price (tax included): ¥10,999
©BLOOMCO.,LTD
Product Name: Big Hamburger_Egg Burger (Brown)
• Our regular price (tax included): ¥2,609
*The product shown is just an example. Depending on stock availability, we may limit the number of items you can purchase.
≪STARWARS ACTION FIGURES GRUGO≫
Star Wars Mandalorian and Grog action figure. The neck, shoulders, and wrists are articulated, and it's a compact size, about 6cm tall.
ZD TOYS (C)&TM Lucasfilm Ltd.
・Product name
Star Wars / Action Figure / The Mandalorian and Grog (Grog)
• Our regular price (tax included): ¥1,999
Going forward, we will continue to offer toys that evoke excitement and thrills, so that adults can also fully enjoy their passions. Our goal is to become a store loved by even more people. We sincerely 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
<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 159 Toys"R"Us and Babies"R"Us stores nationwide (as of July 24, 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.
©BLOOMCO.,LTD
ZD TOYS (C)&TM Lucasfilm Ltd.
[From a press release by Toys"R"Us Japan Co., Ltd.]
