Oh, Kiddyland. Even with my love of Japanese fabric, computer games, bento, washi etc. there is still one shop that is number one on my list of things to do in Tokyo and that is shopping in Kiddyland.

Kiddyland is basically kawaii heaven – crammed with cuteness from toys and stationery to figurines and homeware. A good part of the displays are devoted to western characters like Disney, Spongebob Squarepants and the like but there is plenty Japanese joy. The best displays are for Sanrio, San-X and Ghibli where we are guaranteed to spend ages poring over every new and fantastical item. It’s also the place if you want a Hello Kittified souvenir of anything you’ve seen in Japan – whether that’s a place, a foodstuff or a mode of transport, it’s pretty much guaranteed to be here in charm or toy form. You’ll also find smaller displays of whatever characters are new or popular at the moment – recently there were displays for Kapibarasan and Nyanpire.

Be warned that many items can be very expensive so try not to get too attached to the giant plush and Rilakkuma furry jogging suits. I’m also finding a trend towards over-saturation of major characters at the expense of less popular characters in the brand, which is always disappointing. For example the Hello Kitty and Rilakkuma sections take up a huge proportion of the store while characters like Mamegoma and Chococat are pretty much absent. And if you’re after merchandise of minor characters like Pandapple or Nyan Nyan Nyanko then you’re going leave empty-handed.

One of my favourite things about Kiddyland are the tv screens dotted around showing adverts for the various characters in front of you. Wondering what the deal is with Rilakkuma wearing a bunny outfit, or indeed why Usurasan is stuck in a monkey suit? Well, you will not be much nearer understanding but your brain might explode from the sheer insanity. Search for San-X on YouTube for some clips. You’ll also find gashapon machines around the store so you can pick up some related random cuteness for ¥100-300 including my favourites – stationery gashapon which wind out packs of paper, envelopes and stickers. They usually spit them out in order as well so keep going until you get the full set.

It’s not all super-cuteness though – Kiddyland also sells some cool blind box toys, tech stuff like earphones and USB gadgets and if you’re into video games or anime, there’s plenty to see, although again mainly the bigger brands – expect the likes of Pokemon and One Piece.

I’d still say a visit to Kiddyland is a must, if you’re at all interested in kawaii. You can pick up some affordable cuteness, go mental on the gashapon for crazy gifts and get a good overview of what’s hot with the teens in Tokyo right now. If you’re after something specific though, and it isn’t Hello Kitty, then don’t get your hopes up.

Harajuku store in 2007 (photo by jiji~punch)

San-X adverts (photo by jiji~punch)

Hello Kitty display (photo by Bento Business)

Some Halloween Rilakkuma gashapon we picked up in 2010.

How to get there

PLEASE NOTE: The Harajuku store is now closed for refurbishment until Summer 2012. There is a temporary store in Harajuku on Cat Street. Just go to the closed Harajuku store and a member of staff will be there to point the way. Or turn right at Shakeys next door and you’ll soon spot the new store (above).

Harajuku Main Branch
The main branch of Kiddyland is on Omotesando, one of the main shopping streets in Harajuku. From JR Harajuku station (on the Yamanote Line), take the Omotesando exit and walk straight ahead down the main road. This is Omotesando. Kiddyland is just past the first main crossroads (with LaForet on your left) on the right side of the street. You can also get the subway – Omotesando and Meiji-Jingumai stations are at opposite ends of Omotesando.

Venus Fort, Odaiba
There is also a smaller branch of Kiddyland on Odaiba – you can get there via the Yurikamome monorail from Shimbashi. You can also get a boat to Odaiba from Hinode Pier or Asakusa but you’ll still need to take the monorail once you get to Odaiba. Get off at Aomi station for Palette Town and Venus Fort is well signposted. Inside you can get an English map of the mall to find your way to Kiddyland. (photo of store at top of this post)

Please check the Kiddyland website for details of their other branches outside Tokyo.

Last updated: 24 November 2010.

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All content in this blog post is by Marceline Smith, unless stated otherwise. Licensed under a
Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 Unported License.

Posted by Marceline Smith on Thursday, January 24th, 2008 at 12:06 pm in Japan, Tokyo Shopping Guide.