ChaChaCha Educational Toy Subscription Partners with Sega XD's 'Puyo Puyo Happy!!' as Brand Ambassador

On May 26, 2026, Jiritsu Co., Ltd., which operates the educational toy subscription service 'ChaChaCha,' announced the appointment of 'Puyo Puyo Happy!!'—an educational IP for preschool children featuring characters from the popular Sega game 'Puyo Puyo' (operated by Sega XD Co., Ltd.)—as the official brand ambassador for 'ChaChaCha.'

Moving forward, the characters from 'Puyo Puyo Happy!!' will be featured on catalogs and shipping boxes sent to 'ChaChaCha' customers, aiming to raise awareness for both services. This partnership was realized through the shared desire of both companies to deliver smiles to children. The collaboration aims to merge the unique worldview of 'ChaChaCha' with the pop charm of 'Puyo Puyo' to enhance brand value and deliver new experiences to families.

Takuhisa Kaneko, producer of 'Puyo Puyo Happy!!' at Sega XD, commented: "As the number of dual-income households increases, parents' wish for their children's healthy growth remains unchanged. 'Puyo Puyo Happy!!' has aimed to support this parental desire. We are delighted to be appointed as the brand ambassador for 'ChaChaCha.' By leveraging the strengths of our animation IP and your educational toy service, we hope to contribute to a brighter future for children."

Kosuke Kawasaki, CEO of Jiritsu, added: "While the toy subscription industry has been facing challenging market conditions, we aim to break through this with the support of a major player like the Sega Group. Through this collaboration, we want to vitalize the industry."

'ChaChaCha' is evolving into a platform that provides the optimal educational experience tailored to child development, beyond simple rentals. In May, the company also began collaboration with a large wholesale supermarket chain, further strengthening its business foundation.

'ChaChaCha' is a subscription service that allows children to exchange toys every two months. With no penalties for loss or damage, families can use the service with peace of mind. Toys are carefully selected by experts for children aged 3 months to 6 years.