Benesse’s “&Shimajiro” brand is launching a new collection themed around “My Room,” called “&Shimajiro MyRoom”!

From Friday, September 11, 2026, through Thursday, September 24 (Thu), all 77 items will be available for a limited-time pre-release at 11 Kiddyland stores nationwide, along with exclusive gifts for purchasers and photo sessions with Shimajiro.

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Details on the “&Shimajiro MyRoom” Pre-sale at Kiddy Land

A new collection themed around “My Room” from Benesse’s “&Shimajiro” brand will be available for a limited-time exclusive pre-sale at Kiddy Land. The event runs from Friday, September 11, 2026, through Thursday, September 24, 2026, at 11 Kiddy Land stores nationwide.

This marks the first release of the “&Shimajiro” collection featuring the “My Room” theme, and it will be available as an exclusive, limited-time sale at Kiddyland. Future sales are also planned at pop-up shops nationwide and on e-commerce sites.

“Shimajiro” was created in 1988 as a character for “Kodomo Challenge,” a home-learning program for young children. “&Shimajiro” is a new brand aimed not only at children but also at the generation that grew up with “Kodomo Challenge” and the adults involved in child-rearing today. Its brand concept is “Smiling together & Shimajiro: Let’s laugh together, now and always” as its brand concept.

“&Shimajiro MyRoom” Products Available Exclusively at Kiddy Land

The merchandise lineup features a total of 77 items, including 8 types of secret collection pouches, 7 types of magnets, and 7 types of pin badges. This collection is designed to gently accompany you in your daily life—with items you can naturally carry with you not only at home but also when you’re out and about!

Plush Toys, Mascots, and Photo Holders

The lineup includes “Plush Toys (5 varieties)” in a substantial size, as well as “Mascot Keychains (5 varieties)” and “Colored Mascot Keychains (5 varieties)” that can be attached to bags. Also available are “Photo Holders (5 varieties)” and “3-piece acrylic keychains (2 varieties)” are also making their debut!

Pouches, Bags, Tableware, Stationery

The lineup of items for on-the-go includes the “Face Drawstring Pouches (5 designs total),” “Mini Pouches with Carabiner (5 designs total),” and the roomy “Tote Bag.”

For use at home, the lineup includes tableware such as the “Square One-Plate (L)” and “Soup Mug,” as well as “Stainless Steel Tumblers with Wooden Lids (2 types)!”

In addition, highly collectible items are available, such as the “Secret Collection” series, which features 7 types of heart-shaped pin badges, 7 types of frame magnets, and 8 types of flat pouches.

“&Shimajiro MyRoom” Pre-release Product Price List

*Images are for illustrative purposes only. Product scale may vary.

Exclusive giveaway for “&Shimajiro MyRoom” purchasers

During the campaign period, customers who spend a certain amount or more at participating stores will receive a “limited-edition sticker” and a “reusable bag” as gifts. Both items are available in limited quantities and will be offered while supplies last.

Gift 1: Limited-Edition Sticker

Receive one “Limited-Edition Sticker” with purchases of 1,650 yen or more (tax included).

The designs differ between the first and second rounds; the distribution period for the first round is September 11 (Fri) through September 17 (Thu), 2026 , and the second round runs from Friday, September 18, 2026, through Thursday, September 24, 2026. At the Hiroshima PARCO store only, the first round runs from Saturday, September 19, (Sat) through September 30 (Wed), and the second round runs from October 1, 2026 (Thu) through October 14 (Wed).
*Limited to one gift per transaction. *Offer ends when supplies run out.

Giveaway 2: Reusable Bag

Receive a “Reusable Bag” with any purchase of 3,300 yen or more (tax included). The bag features a pink gingham check pattern lined with characters!
*While supplies last

Shimajiro Photo Session Also Being Held

To commemorate this event, Shimajiro character greetings (photo sessions with Shimajiro) will be held at participating stores. The Osaka Umeda store will host the event on Sunday, September 13, 2026, the Hiroshima PARCO store on Sunday, September 20, 2026, with two sessions scheduled at 1:00 PM and 3:00 PM, respectively.

*Content is subject to change or cancellation without notice.

List of Stores Carrying “&Shimajiro MyRoom”

“&Shimajiro MyRoom” is available at 11 Kiddy Land stores nationwide. Business hours vary by store. Please contact each store directly for product inquiries.

*Sales at the Hiroshima PARCO Store will be held from Saturday, September 19, 2026, to Wednesday, October 14, 2026.

“&Shimajiro MyRoom” starts on September 11!

“&Shimajiro MyRoom” Frequently Asked Questions

How long will “&Shimajiro MyRoom” be held?

It will run from Friday, September 11, 2026, through Thursday, September 24, 2026. Only at the Hiroshima Parco store, sales will run from Saturday, September 19, (Sat) through October 14 (Wed), 2026.

Which stores carry this product?

It will be available at 11 Kiddyland stores nationwide: Harajuku, Shinjuku, Ikebukuro Sunshine City, Nagoya PARCO, Kanazawa Forus, Osaka Umeda, Kyoto Shijo Kawaramachi, Kobe, Hiroshima PARCO, Fukuoka PARCO, and Kagoshima.

How many types of merchandise will be available?

A total of 77 items will be available, including 8 types of Secret Collection pouches, 7 types of magnets, and 7 types of pin badges.

What are the conditions for receiving the freebies?

Customers who spend 1,650 yen or more (including tax) will receive one “limited-edition sticker,” and those who spend 3,300 yen or more (including tax) will receive a “reusable bag.” Both items are limited to one per transaction, and the promotion ends when supplies run out.

At which stores will the photo sessions with Shimajiro be held?

The Osaka Umeda store will host the event on Sunday, September 13, 2026, and the Hiroshima PARCO store on Sunday, September 20, 2026. Each event will be held twice: starting at 1:00 PM and 3:00 PM. Details are subject to change or cancellation without prior notice.

Will these items be sold online or in other regions?

This time, they will be available exclusively at Kiddy Land for a limited time. In the future, sales are also planned at pop-up shops and online stores nationwide.

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Please check the official website for details.
*Please note that the information in these articles may be out of date. We apologize for the inconvenience, but please check the official website for the latest information.

©Benesse Corporation/Shimajiro