The Rise of the Adult Toy Market: A New Era for Toys in Japan

On July 17, 2026, the Toys 'R' Us Kidult store opened at Ueno Marui in Tokyo's Taito district, generating significant buzz with approximately 100 customers lining up before its doors even opened. This new initiative aims to tap into the burgeoning adult toy market, which has seen remarkable growth not just in Japan but globally. On its first day, the store's sales skyrocketed to 386% of projected estimates, marking a spectacular beginning for this unique shopping venue.

The Kidult concept revolves around catering to adults who wish to indulge in their favorite hobbies and nostalgic childhood memories. Unlike traditional stores, the Ueno outlet focuses primarily on adult customers, offering a vivid selection of hobby items, character merchandise, and collectibles. This alignment with consumer interests underpins its success, as it taps into the growing trend of adults enjoying toys not just for children but as part of their lifestyle.

Inside the store, the design encourages exploration, inviting customers to wander through a colorful layout. Each corner turns into an opportunity for discovering new favorites, creating a delightful shopping experience. The atmosphere buzzes with excitement as adult collectors dive into the world of nostalgia, piecing together a collection that reflects their interests and passions.

A Space Filled with Adult Favorites

The store is designed to encapsulate the adult passions of its patrons. Customers have voiced their enthusiasm, showcasing that this specialized approach resonates well with them.

One 20-something female customer expressed her surprise at the variety, saying, “I was amazed to see so many squeeze toys that are trending right now!” A traveling teenager from Hong Kong highlighted the joy in searching for merchandise related to her favorite characters, stating, “It’s so much fun looking for my beloved characters here.” Additionally, a male customer in his 30s mentioned how the abundant choices led him to reconsider buying more than he initially intended, igniting a collector’s spirit.

Best-selling Products

Among the standout items, the iBLOOM squeeze toys have emerged as a favorite. These unique toys, known for their soft and squishy texture, have captivated a wide audience, particularly young women and international customers. Nearly a quarter of the store is dedicated to iBLOOM products, showcasing an exclusive area that highlights their appealing designs. Each touch of the toys reveals a soft, addictive texture that encourages patrons to find their perfect match among many options.

Merchandise includes delightful items like:

- Marmot Plush Toy: $14.59
- I Love Peach King (Pink): $109.99
- Big Hamburger Egg Burger (Brown): $26.09
- Star Wars Action Figure Grugo: $19.99

With an array of other collectibles, the store's commitment to showcasing popular items aligns perfectly with the adult audience, supporting their nostalgic and playful needs.

Creating Spaces that Celebrate Passion

Ueno Marui endeavors to align with the operating vision laid out by the Marui Group, which promotes an economy driven by passion. The introduction of the Toys 'R' Us Kidult store is part of a broader movement to nurture individual interests within the community, featuring specialized shops and events related to anime and entertainment. By offering adults engaging experiences that uncover new hobbies and character content, they aim to become an attractive destination for both local residents and tourists, ultimately enriching the cultural fabric of the area.

About Toys 'R' Us Japan

As a subsidiary of Toys 'R' Us Asia, Toys 'R' Us Japan upholds a vision dedicated to inspiring children’s imagination through play. The company operates 159 stores as of July 27, 2026, and offers a wide variety of toys selected from domestic and international manufacturers, alongside original brand items and collectibles. The focus is not only on children but also on engaging adults by delivering a joyful experience that spans generations.