KIDDY LAND Shinjuku Flagship Store

Located inside the Okadaya Building in the heart of Shinjuku, the four-story KIDDY LAND Shinjuku Flagship Store is a paradise filled with merchandise from Japan’s most popular character IPs. That includes recent local favorites like Sumikko Gurashi, beloved Japanese franchises like Pokémon, international stars like Snoopy and Miffy, as well as an entire floor practically dedicated to Chiikawa, plus an incredible lineup of merch from cute characters big and small—all in one place. It should come as no surprise that KIDDY LAND’s Shinjuku flagship also has some cool Shinjuku-exclusive items waiting to be added to your collection.

The store layout is clearly organized, floor by floor, making it easy to find what you’re looking for (although we think you’ll probably want to take your time browsing the whole shop). And thanks to the convenient location steps away from Shinjuku Station, you can slip a shopping trip right into your Shinjuku itinerary: shop for souvenirs at KIDDY LAND, stroll through Kabukicho and grab a drink, or find some of Tokyo’s best restaurants within easy walking distance, whatever you want to get up to in Shinjuku!

KIDDY LAND Shinjuku Flagship Store (キデイランド 新宿旗艦店)
Okadaya Bldg. 1F~4F, 3-23-17 Shinjuku, Shinjuku-ku, Tokyo
Hours: 10:30 – 20:30
Official Website

How to Get to the KIDDY LAND Shinjuku Flagship Store

The KIDDY LAND Shinjuku Flagship Store is about a 5-minute walk from JR Shinjuku Station. Go out the East Exit, head towards the famous giant 3D cat billboard. Cross the street continue straight; after a minute or two, you’ll find the store on your left. It’s a convenient location, and with cute characters plastered in the windows, you’re unlikely to miss it, whether you’re wandering through Shinjuku or coming straight from elsewhere in Tokyo.

Join the Japankuru team on a quick tour of each of the four levels, divided neatly by theme, as we check out all of the Shinjuku KIDDY LAND highlights!

【1F】KIDDY LAND Limited-Edition Merch & Pop-Up Shops

The 1st floor starts with a bang, featuring a pop-up shop area with a rotating collection of limited-edition merchandise, so every visit to KIDDY LAND includes a fun surprise. The first floor is also where you can shop a small selection of original KIDDY LAND merchandise, including T-shirts and caps, so you can show off your love for this beloved Japanese travel staple.

*During the Japankuru team’s visit, we happened to catch a bakery-themed Disney pop-up event!

【2F】Chiikawa Land & Koupen-chan’s Shop

Part of the fun of visiting the KIDDY LAND Shinjuku Flagship Store is checking out all the themed areas, complete with character-themed art covering the walls on every floor. Before you dive into shopping, you can immerse yourself in the cuteness, and snap a commemorative photo or two with your favorite characters!

Head up to the 2nd floor, and the moment you step off the escalator, you’ll find yourself greeted by an entire wall of cute Chiikawa characters (a Japanese web manga/anime series). If you’ve got time, you could easily keep yourself occupied for quite a while just taking photos here! Of course, the amount of merchandise is also astounding, with Chiikawa Land taking up nearly half the floor: items from the hugely popular Chiikawa Baby series, a collection themed around Tokyo Station, and even items made in collaboration with Sanrio! One of the joys of shopping in a physical store is getting to really compare and contrast each item with your own two eyes, right down to the subtle facial expressions on each plush toy.

The store also stocks newly released items at the same time as online shops, so if you missed out on a particularly in-demand item, this is a great place to try your luck. You might score an unexpected rare find!

In addition to Chiikawa, the 2nd floor also features a cozy corner dedicated to the light-hearted Japanese penguin character Koupen-chan. This round, fluffy emperor penguin chick is famous for offering gentle and encouraging messages, meant to bring a little comfort and positivity at the end of a long day. The merchandise here is both pretty and practical, with stationery, accessories, plush toys, and so many other adorably uplifting items, with sweet messages that make it all feel like more than retail therapy.

All the cute merch gives the second floor a cozy atmosphere that makes it easy to lose track of time, but you’ll want to try not to wear yourself out (or empty your wallet) here, because there’s still plenty more irresistible merchandise waiting upstairs…

【3F】Sanrio, Monchhichi, Pokémon & Studio Ghibli

Head up to the 3rd floor to immediately surround yourself with Sanrio merchandise! Hello Kitty, My Melody, Kuromi, Cinnamoroll, Pom Pom Purin, even Chococat, and so many more—the gang’s all here! You’ll find them as plushies, keychains, and an endless variety of toys, accessories, and practical household goods. During the Japankuru team’s visit we noticed that the popular long-legged Hello Kitty series, where our favorite Kitty looks lanky enough to walk the runway, was particularly well stocked here.

The third floor also has an impressive selection of other internationally beloved IPs, like Monchhichi, Kirby, Super Mario, and Studio Ghibli (Totoro, Howl’s Moving Castle, and so much more). Of course, Pokémon fans will not go home disappointed, thanks to all the big stuffed toys and collectible charms. (Well-versed Japanese culture lovers can also enjoy a deep dive into Momoko Sakura’s works, Chibi Maruko-chan and Coji-Coji, on this floor.)

This floor truly feels like an all-stars gathering, so if you’re souvenir shopping for friends back home, or stocking up for yourself, this is the place to get a lot of your shopping done. The sheer variety of products is a big help, too, from blind boxes to giant plush toys, fine jewelry to pots and pans, all adorably character-themed. Browsing here feels like a treasure hunt, and before you know it, you’re likely to find yourself carrying a pile of goodies to the checkout counter.

【4F】Rilakkuma Store, Sumikko Gurashi Shop, Snoopy Town Shop & Miffy Style

The 4th floor exudes Shinjuku vibes, with walls reflecting the busy streets down below. The art features the vibrant glow of neon lights after dark, offering a taste of the sleepless city of Shinjuku, and even cute characters like Rilakkuma and Sumikko Gurashi are hanging out dressed in trendy urban outfits. Don’t forget to grab a snapshot in front of the Shinjuku backdrop before you get serious about shopping!

Of course, the merchandise selection is about as exciting as the neon lights of the city, making it dangerously easy to fill your basket with plushies, mini backpacks, cute pillows, and so much more—including Shinjuku-exclusive items!

The illustrated icon of the beloved Peanuts comic series, Snoopy has been charming fans around the world for decades, and the combination of warm storytelling with Snoopy’s irresistibly sweet and lovable face make the merchandise hard to resist. Besides an array of plush toys, the Snoopy section also features Shinjuku-exclusive goods inspired by Shinjuku’s neon signage!

The famous Dutch picture-book character Miffy also has her own dedicated area called Miffy Style, decorated to look like you’ve walked into one of Miffy’s own playful publications. Miffy fans will be pleased to find more Shinjuku-exclusive items here, including the hilarious choice to have Miffy dressed in a Shinjuku Bus Terminal uniform. (Well, it is a Shinjuku landmark, what can we say!) All the limited-edition Shinjuku items are designed to reflect local culture while remaining irresistibly cute, making them memorable souvenir choices—one-of-a-kind mementos you won’t find anywhere else.

Tokyo KIDDY LAND Discounts

Fortunately for foreign travelers visiting Japan in search of cute character merch, The KIDDY LAND Shinjuku Flagship Store offers easy tax-free shopping on purchases over 5,500 yen. One thing to keep in mind, however, is that each floor has its own check-out, so purchases made on different floors cannot be combined toward the tax-free threshold.

Even if your purchase doesn’t reach the tax-free minimum, though, there are other ways to get a discount on your total. To celebrate its 80th anniversary, KIDDY LAND released the “KIDDY LAND FAN BOOK,” which comes with a booklet of 10% off coupons. If you’re planning to just pick up a few small things (or if you live in Japan and can’t shop tax-free), this is another convenient way to keep costs down. Look for the fan book in the magazine section at major Japanese bookstores, or buy it in advance on Amazon. (The coupon booklet can be used from April 1, 2026 to March 31, 2027.)

When heading out to enjoy your time in Tokyo, remember to bring your passport and wallet, and pick up a copy of the fan book asap, so you can maximize your discounts and shop to your heart’s content, even when you luck out and come across surprise limited-edition items.

*Fan book coupons can be used up to twice per month, and cannot be combined with tax-free discounts.
*Coupons become invalid if removed from the booklet.

New in Harajuku! KIDDY LAND OMOKADO Store

Looking for more options to keep your Tokyo itinerary flexible? If Harajuku is more convenient, you can also check out the new KIDDY LAND OMOKADO Store, which opened inside Tokyu Plaza Omotesando (“OMOKADO”) on April 24, 2026. Unlike the Shinjuku location, which stocks a wide array of classic characters, the OMOKADO store offers a select few curated experiences. The concept is “Kawaii into the Future,” apparently aiming to use the new space to connect the “present and future of kawaii culture.”

The new store is divided into six major zones: the Miffy Style Harajuku Store, the specialty SMISKI/Sonny Angel shop “SONIANDSMI ANNEX,” the Hatsune Miku Store in Harajuku, the comforting Esther Bunny Lovely Store, the VTuber-focused Hololive Production Official Shop in Harajuku, and the blind-box specialty shop SECRETARIUM, where boxes open to reveal a wide variety of anime characters and other favorites.

Besides selling all kinds of merch, including Harajuku-exclusive items, the space also includes a few character-themed photo spots where visitors can take pictures with their favorites, or show off their new purchases. Hololive fans will definitely want to check out the special immersive experience space, which uses glasses-free 3D visuals to create performances so realistic that it feels like your favorite VTuber is right in front of you!

The KIDDY LAND OMOKADO Store blends seamlessly with Harajuku’s energetic atmosphere, offering a brand-new destination where visitors can discover Japan’s latest pop culture trends, or just enjoy the glut of cute characters.

KIDDY LAND OMOKADO Store (キデイランド オモカド店)
Tokyu Plaza Omotesando OMOKADO 4F, 4-30-3 Jingumae, Shibuya-ku, Tokyo
Hours: 11:00 – 20:00
Tokyu Plaza Official Website

Fill Your Suitcase! Shop Japan’s Most Popular Anime & Character Merch at KIDDY LAND

Anyone who’s been to Japan before knows that shopping is seriously irresistible, and this is especially true in Shinjuku, where you can snap up everything from trendy Japanese fashion and cosmetics to anime and character merchandise in one easy trip. It’s no exaggeration to say that you have to keep an eye on how much it all weighs, because it’s no challenge to fill your luggage way over the limit.
Whether you’re aiming to pick up something specific, or you just want to browse Japan’s cutest souvenirs, KIDDY LAND absolutely deserves a place on your itinerary. Foreign visitors can take advantage of tax-free shopping to save some money, and while “tax-free” shopping in Japan isn’t quite the same as “free” shopping, well… if you don’t have the self-control, then you can just up your budget. What are you doing in Japan if you can’t let yourself enjoy this kawaii wonderland to the fullest? If we’re being honest, once all of us on the Japankuru team set eyes on the adorable merchandise and limited-edition products, staying rational is out of the question!

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All character photos used in this text have been used with permission:
^{©Peanuts Worldwide LLC　©San-X　©Mercis bv　©Sanrio Co., Ltd.　©さくらももこ　©さくらプロダクション / 日本アニメーション　©EPOCH　©nagano　©るるてあ　© Nintendo / HAL Laboratory, Inc.　© Nintendo　© Pokémon. © Nintendo / Creatures Inc. / GAME FREAK inc.　© さくらももこ　© Sekiguchi Co., Ltd.　© Studio Ghibli　© Esther Kim　© Dreams Inc.　© CFM© COVER}