On the B1F of Ueno Marui (Marui Co., Ltd., headquarters: Nakano-ku, Tokyo; President & CEO: Masahiro Aono), a new concept store targeting 'kidults'—adults who love toys—'Toys 'R' Us Ueno Marui Store,' has opened.

This new format of Toys 'R' Us offers a space where adult customers can shop with excitement and joy. We sincerely welcome your visit.

What Is the New 'Kidult Specialty Store'?

Born from the desire of adults to revisit childhood dreams through toys and characters, and the rising trend of adults investing in their hobbies, this is a new concept store by Toys 'R' Us.

We offer a curated lineup focused on exciting products for adults—from nostalgic items to the latest collectible figures and blind boxes—providing an experiential shopping space enjoyable across generations.

Underlying this is Japan's toy market, which surpassed 1 trillion yen for the first time in 2023 and is projected to grow to 1.1664 trillion yen by 2025 (※1). Driving this growth is the 'kidult' segment—adults who enjoy toys—and this new store format is being rolled out specifically to meet their needs.

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

Features of 'Toys 'R' Us Ueno Marui Store'

The store's biggest feature is its sales floor specially designed for kidults, focusing on toys and hobbies that adults can enjoy 'for themselves.'

We widely carry highly collectible items such as the globally popular 'FUNKO POP!' and the highly poseable 'BLOKEES' figures. Additionally, we offer a wide selection of 'blind boxes'—mystery packs whose contents are unknown until opened—from both domestic and international manufacturers, including the trending 'BALLERS FIFA Series 1.'

For 'iBLOOM,' which is also popular among inbound tourists, we have set up a special sales area featuring over 100 varieties. Customers can physically touch and choose from the soft, squishy-textured squeezes, creating an experiential shopping environment.

Product Examples

BALLERS

Introducing BALLERS FIFA Series 1. In blind box format, you can collect popular soccer players with excitement, not knowing which one you'll get. Each player comes with different parts—balls, soccer goals, court pieces—and by collecting 30 court pieces, you can complete a mini soccer court. Each pack also includes a mini 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 Price at Our Store: 2,499 yen (tax included)

※2 One of the 42 types is randomly included. Selection is not possible. When purchasing multiple units, there is a chance of receiving duplicates. Packaging shown is an example. Contents vary by character.

© 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.

iBLOOM

iBLOOM squeezes are hugely popular for their realistic appearance of bread and sweets and their uniquely addictive soft, squishy texture. At 'Toys 'R' Us Ueno Marui Store,' we have set up a special sales area offering over 100 varieties, allowing customers to choose from a rich selection of popular items. (※3)

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

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

Opening Campaign

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

※4 Campaign details are subject to change without notice.

Limited to the first 500 customers. Ends when supplies run out.

Store Overview

Store Name: Toys 'R' Us Ueno Marui Store

Opening Date: Friday, July 17, 2026

Location: B1F, Ueno Marui, 6-15-1 Ueno, Taito-ku, Tokyo

Sales Area: Approximately 102.66㎡

Business Hours: 11:00–20:00

▼ Ueno Marui

https://www.0101.co.jp/058/

▼ Marui

https://www.0101.co.jp

FACT BOX

  • Source: PR TIMES
  • Category: Event
  • Products / services: FUNKO POP! / BLOKEES