Japan's Toys 'R' Us Expands Kidult Blind Box Collection Across 32 Stores

Japan's Toys 'R' Us Expands Kidult Blind Box Selection

Toys 'R' Us Japan is making strides in catering to a unique segment of consumers: the ‘Kidults’—adults who embrace their love for toys and nostalgia. The company recently announced that it will enhance its already popular ‘Blind Box’ offerings in an additional 32 stores across the nation, making it easier for fans to find their favorite collectible figures.

Expansion Details

Toys 'R' Us Japan, headquartered in Kawasaki, Kanagawa, currently operates four specialized Kidult stores and has Kidult sections in 37 locations. With this expansion, the company will introduce an exciting selection of Blind Boxes in new stores, highlighting brands like 'Smithy' and 'PalVerse'. This move brings their total selection of Blind Box items to a staggering 200 varieties, sourced from both domestic and international manufacturers. Customers can look forward to finding collectible figures of beloved movie and anime characters, as well as action figures that ignite childhood memories.

Why Blind Boxes?

The charm of Blind Boxes lies in their surprise element; consumers never know what they will get until they open the box. This adds an element of excitement and anticipation, making for a delightful shopping experience for Kidults. The upcoming selection promises to capture the hearts of both new and seasoned collectors alike, as it will feature popular items from top manufacturers, thereby maximizing consumer engagement.

Upcoming Events and Special Stores

As part of its commitment to Kidults, Toys 'R' Us is also set to open its first dedicated Kidult store in Odaiba by March 2025. Recently, they launched a pop-up store at the 'Toys 'R' Us LalaPort EXPOCITY', marking a significant step in their focus on this demographic.

Moreover, these specialized Kidult stores and sections will be offering seasonal promotions such as themed merchandise for Christmas, ensuring that shoppers can find the perfect gift for loved ones or for treating themselves.

The Excitement of Christmas Shopping

Christmas is around the corner, and Toys 'R' Us wants to ensure that adults can partake in the joy of the holiday season as well. Under the campaign 'Everyone Can Enjoy Christmas', the stores will present various products meant to bring smiles, whether for gifts or for self-indulgence. Additionally, they are offering a special promotion for app users—a ¥500 off coupon valid from November 28, 2025, to December 25, 2025, encouraging customers to make the most of their shopping.

Coupon Details

The coupon can only be used once per member, provided they make a purchase totaling ¥5,000 or more. This offer applies to purchases made both in-store and online, excluding specific items like baby food and certain electronics. Customers must show their membership card at checkout to redeem this discount.

Kidult Favorites in the Lineup

Targets in the new locations include popular figures, model kits like 'Gunpla', and lifestyle goods based on cherished characters. With everything from intricate Legos to unique puzzles, the offerings are designed to appeal to adults seeking high-quality, nostalgic products.

Store list highlights include:
Hokkaido/Tohoku Area: Sapporo Hiraoka, Hachinohe, Yamagata
Kanto Area: Mito, Kawaguchi, Matsudo, Ichikawa, and more
Chubu Area: Nagano, Gifu, Shizuoka, Nagoya, and more
Kinki Area: Himeji, Wakayama, and others
Chugoku/Kyushu Area: Kurashiki, Fukuoka, Kagoshima, and more.

In summary, the expansion of Blind Box selections at Toys 'R' Us Japan signifies a growing recognition of the Kidult market, offering thrill-seeking shoppers more chances to explore and indulge in their passion for toys. With a rich array of merchandise and exciting promotions leading up to the busy holiday season, it's an exciting time for collectors and casual shoppers alike. Access to the official app for exclusive deals also ensures a rewarding shopping experience this festive season.