Kiddy Land Shinjuku
A multi-story wonderland in Shinjuku, packed with adorable Japanese character merchandise from Sanrio to Chiikawa.
Highlights
Must-see attractions
Social
From TikTok & Reddit
Best Time
Fewer crowds, relaxed shopping
Kiddy Land Shinjuku
Best Time
Fewer crowds, relaxed shopping
Highlights
Must-see attractions
A multi-story wonderland in Shinjuku, packed with adorable Japanese character merchandise from Sanrio to Chiikawa.
"This store is a photographer's dream! Get your phone ready for endless cute displays."
🎯 Explore all four floors!
Each floor features different characters. Don't miss out on the variety of cute merchandise available!
💰 Tax-free shopping strategy
Spend ¥5,000 per floor for tax-free. Plan purchases by level to maximize savings.
Highlights
Discover the most iconic attractions and experiences
Chiikawa Wonderland
Dedicated floor
Immerse yourself in the adorable world of Chiikawa with a vast collection of plushies and merchandise. A must-visit for fans!
Sanrio Sweetness
Dedicated floor
Discover a treasure trove of Hello Kitty, My Melody, and other beloved Sanrio characters. Perfect for any kawaii enthusiast.
Miffy & Friends Corner
Dedicated floor
Find charming Miffy merchandise alongside other popular characters like Snoopy and Rilakkuma. A delightful stop for fans of classic cute.
Crayon Shin-chan Central
Dedicated floor
Explore a dedicated section for the mischievous Crayon Shin-chan, featuring unique toys and collectibles.
Plans like a pro.
Thinks like you
Planning Your Visit
Navigating the Four Floors of Fun
Tax-Free Shopping Nuances
Best Times
Insider Tips
from TikTok, Instagram & Reddit
🎯 Explore all four floors!
Each floor features different characters. Don't miss out on the variety of cute merchandise available!
💰 Tax-free shopping strategy
Spend ¥5,000 per floor for tax-free. Plan purchases by level to maximize savings.
📸 Capture the kawaii moments
This store is a photographer's dream! Get your phone ready for endless cute displays.
🧸 Plushie paradise
Find an extensive range of plush toys, especially for fans of Miffy, Sanrio, and Chiikawa.
Tips
from all over the internet
🎯 Explore all four floors!
Each floor features different characters. Don't miss out on the variety of cute merchandise available!
💰 Tax-free shopping strategy
Spend ¥5,000 per floor for tax-free. Plan purchases by level to maximize savings.
📸 Capture the kawaii moments
This store is a photographer's dream! Get your phone ready for endless cute displays.
🧸 Plushie paradise
Find an extensive range of plush toys, especially for fans of Miffy, Sanrio, and Chiikawa.
🎁 Unique character goods
Discover exclusive merchandise from popular Japanese IPs like Mofusand and Crayon Shin-chan.
What Travellers Say
Reviews Summary
Kiddy Land Shinjuku is praised for its extensive collection of cute character merchandise, particularly for brands like Sanrio, Chiikawa, and Miffy, spread across its four floors. However, some visitors find the tax-free shopping policy of requiring ¥5,000 per floor to be inconvenient, and note that it may carry fewer toys than older locations.
"Don’t bother with Kiddyland Shinjuku. It’s four floors of mostly mainstream merch, and while it looks promising at first, the shopping experience is frustrating. You need to spend at least ¥5,000 per floor to qualify for tax-free, and you have to pay separately on each floor—no combining purchases across floors. The store feels newer and is more spacious, but that also means it carries fewer toys compared to other Kiddyland location. The only good news is that prices are high enough that hitting ¥5,000 on a single floor isn’t too hard… if you’re willing."
ERL
"Really large store with all the cutest Japanese plush characters and merchandise. This shop is a short walk away from Shinjuku train station and as it’s quite new (opened in April/ May 2025), perhaps good to visit during weekday noon time for less crowded shopping experience. It’s definitely worth a visit for all the fans of Miffy; Rilakkuma, Sanrio characters like Hello Kitty and other Japanese 🇯🇵 lines of cute characters."
L
"Extensive range for many toys, mainly more orientated towards girls and cute stuff and not much for boys. Multi levels and never too busy"
Russell King
What People Like
What People Dislike
Frequently Asked Questions
🚇 🗺️ Getting There
Kiddy Land Shinjuku is conveniently located a short walk from Shinjuku Station. Follow signs for the East Exit and it's a brief stroll away.
Yes, it's very accessible. Shinjuku Station is a major hub, served by numerous JR and subway lines, making it easy to reach from anywhere in Tokyo.
Upon exiting Shinjuku Station (East Exit), head towards the main shopping streets. Kiddy Land is a prominent building and usually well-signposted.
While there might be paid parking garages in the Shinjuku area, public transport is highly recommended due to the busy nature of the district.
Yes, the Japan Rail Pass is valid on JR lines that stop at Shinjuku Station, making it a convenient option for pass holders.
🎫 🎫 Tickets & Entry
No, entry to Kiddy Land Shinjuku is free. You only pay for the merchandise you wish to purchase.
Kiddy Land Shinjuku typically opens around 11 AM and closes at 9 PM, but it's always a good idea to check their official website for the most up-to-date hours.
There is no admission fee to enter Kiddy Land Shinjuku. It's a retail store, so you pay for the items you buy.
Reservations are generally not available for individual items. It's best to visit the store to see what's in stock.
Kiddy Land often has special collaborations and limited-edition items. Following their social media or checking their website is recommended for event information.
🎫 🛍️ Shopping & Merchandise
You'll find a vast array of character goods, including plush toys, stationery, accessories, and collectibles from popular brands like Sanrio, Chiikawa, Miffy, Snoopy, and Crayon Shin-chan. +3
Yes, Kiddy Land Shinjuku has a dedicated floor for Sanrio characters, offering a wide selection of Hello Kitty and other popular Sanrio merchandise.
Absolutely! Kiddy Land Shinjuku is known for its extensive Chiikawa collection, often featuring more variety than other locations. +1
While many items lean towards 'cute' and are popular with girls, there are also sections with characters like Crayon Shin-chan and Snoopy that appeal to a broader audience.
Yes, Kiddy Land Shinjuku offers a selection of blind boxes, including popular ones like Mofusand.
📸 📸 Photography
Photography is generally allowed for personal use, but it's always polite to be mindful of other shoppers and avoid obstructing aisles.
Each floor dedicated to a specific character offers great photo opportunities. The displays and merchandise create a visually appealing backdrop.
Yes, you can photograph specific items you're interested in, but avoid prolonged photography that might inconvenience others.
Photography for commercial purposes without explicit permission is typically not allowed in retail stores.
A smartphone camera is usually sufficient for capturing the vibrant and cute atmosphere of Kiddy Land Shinjuku.
For Different Travelers
Tailored advice for your travel style
👨👩👧 Families with Kids
Tips for families: Plan your visit during weekday mornings to avoid the busiest times. Consider the tax-free shopping rules (¥5,000 per floor) when budgeting for souvenirs. While the store is spacious, keep an eye on younger children in crowded areas. The sheer abundance of cute merchandise makes it a perfect spot for picking out special souvenirs for kids.
🎁 Souvenir Hunters
Souvenir tips: Focus on smaller items like keychains, stickers, or mini-plushies if you need to buy for multiple people. Remember the tax-free threshold of ¥5,000 per floor, which might encourage you to consolidate purchases on one level for a larger, tax-exempt item. Don't forget to check out the blind boxes for a fun surprise element!
💖 Kawaii Enthusiasts
Kawaii shopping tips: Take your time to explore each floor, as different characters have their dedicated spaces. Be prepared for sensory overload in the best way possible! Consider purchasing items that are unique to Japan or harder to find internationally to make your haul extra special.
Deep Dives
In-depth insights and expert knowledge
Exploring the Four Floors of Kawaii
Each floor is a vibrant display of plush toys, stationery, accessories, and unique collectibles. The sheer volume and variety of merchandise can be overwhelming, in the best way possible! It's a place where you can easily spend hours browsing and discovering new treasures. The store's modern and spacious design, a contrast to some older Kiddy Land branches, adds to the pleasant shopping experience.
While the store is generally well-stocked, popular items, especially limited editions or new releases, can sell out quickly. It's advisable to visit earlier in the day or on weekdays if you have specific items in mind. The store's layout is designed to be visually appealing, making it a fun place to explore even if you're not buying.
Navigating Tax-Free Shopping
This policy can be a bit frustrating for some shoppers, as it requires careful planning of your purchases. However, given the wide range of merchandise and the prices of some items, hitting the ¥5,000 mark on a single floor is often achievable, especially if you're buying multiple items or larger plushies. It's recommended to keep track of your spending on each floor as you shop.
When making your tax-free purchase, be prepared to show your passport. The staff will typically process the tax refund at the point of sale or a designated counter. Understanding these rules beforehand can help ensure a smoother shopping experience and prevent any last-minute confusion.
The Appeal of Chiikawa and Mofusand
Visitors frequently highlight the dedicated Chiikawa section, which is packed with plush toys, stationery, keychains, and other adorable items. Similarly, Mofusand, a cat character with a penchant for wearing various outfits, has a strong presence, with plushies and accessories being particularly sought after.
These characters represent a significant draw for many visitors, with social media videos often showcasing the excitement of finding these specific items. If Chiikawa or Mofusand are on your must-buy list, Kiddy Land Shinjuku is definitely a place to prioritize.
Social
from TikTok, Instagram & Reddit