A new kind of squishy toy specialty shop has opened, based on the concept of a sweets shop, where you can see, touch, and experience squishy toys. This experiential hobby shop, which will become a hub for squishy toy culture, is finally open.
Lifestyle Company Co., Ltd. will be grand opening "PUNIKKO by TOKOTOYZ," a specialty squishy toy store under its hobby brand "TOKOTOYZ," on the 7th floor of Ikebukuro Parco Main Building at the end of May 2026.
"PUNIKKO by TOKOTOYZ" is a new kind of hobby shop that offers a photogenic space reminiscent of a cake shop, where you can choose your own squishy toys that look like real sweets. Backed by the momentum of the squishy toy boom that is expected to rapidly increase from 2025, mainly on TikTok, this will be TOKOTOYZ's first permanent physical store, and will reach a wide audience, from collectors and hobby fans to young people seeking Instagrammable experiences.
To celebrate the opening, we plan to offer a wide range of products, including TOKOTOYZ's original squishy "Punikko" series, as well as squishies created in collaboration with popular characters.
*Store photos are for illustrative purposes only.
PUNIKKO by TOKOTOYZ Store Opening Overview
Store name: PUNIKKO by TOKOTOYZ
Grand opening: May 29, 2026
Location: Ikebukuro Parco Main Building, 7th Floor (1-28-2 Minami-Ikebukuro, Toshima-ku, Tokyo 171-8557)
Opening hours: 11:00 AM – 9:00 PM
Official social media (store information updated regularly):
TikTok: https://www.tiktok.com/@punikko_by_tokotoyz
Instagram: https://www.instagram.com/punikko_by_tokotoyz/
X: https://x.com/punikko_by_tktz
Three things that make our store special
1. The Choosing Experience — A "Choosing Experience That Makes Your Heart Flutter," Just Like Being in a Patisserie
The squishies lined up in the display case look just like sweets in a cake shop. The diverse series, including whole cakes, roll cakes, and parfaits, offers the fun of choosing your own. Blind boxes are also available, adding to the excitement.
2. Photo Spot Experience — Exclusive to purchasers! Take a photo with a giant soufflé squishy!
The store will feature a giant soufflé squishy that only customers who make a purchase can take photos with. It will be an Instagrammable and TikTok-worthy experience, providing a place to create memorable content for customers who visit the store.
3. An extensive lineup — from sweets to IP collaborations, the fun of collecting never stops.
TOKOTOYZ offers a wide range of products, from original sweets-themed series to collaboration items with popular characters. The blind box series offers the added enjoyment of trying to complete the collection. With a selection of items perfect for gifts, we provide a shopping experience that will make you want to visit again and again.
Products planned for release at opening (a selection of some)
■ Punikko Sweets Fluffy Soufflé Series
Blind box set: 6 types + 1 secret type
■ Punikko Sweets Swiss Roll & Butter Series
Blind box set: 6 types + 1 secret type
■ Punikko Animal Cute Butt Series
■ Cake and sweets squishy toys
Cakes and sweets that look so real you'll want to eat them.
■ Anything goes, creatures, squishy
A collaboration squishy series with "Anything and Everything Living Things"
■ Punikko Narumiya Characters
A collaboration squishy toy series with "Narumiya Characters"
In addition, many new products will be available for pre-sale at PUNIKKO by TOKOTOYZ! You'll find items that you can only get right after the opening. Be sure to check them out at the venue as soon as possible.
*The product lineup will be expanded gradually. Details will be announced periodically on our official social media and official e-commerce site.
The squishy toy boom and "PUNIKKO by TOKOTOYZ"
Squishies have seen a surge in posts and views, mainly on TikTok, since around 2025, making them one of the most talked-about toy categories today. Many fans enthusiastically participate in live streams on social media, and new products sell out instantly, demonstrating the immense popularity they have generated. They have also been featured on television programs as being popular with a wide range of people, from elementary school students to adults, and their momentum shows no signs of slowing down.
TOKOTOYZ's original squishy toy brand "Punikko" has steadily increased its presence in the TikTok Shop hobby category, and with this expansion into physical stores, we aim to create an even stronger brand experience that integrates online and offline elements.
About T OKOTOYZ
TOKOTOYZ is a hobby brand developed by Lifestyle Company Co., Ltd. Based on the concept of "Play Beyond Borders. There are no boundaries in the world of play," we deliver exciting items that transcend national borders and genre boundaries.
About "Punikko"
"Punikko" is a squishy toy series developed by TOKOTOYZ. It offers a wide range of products, from original designs to collaborations with popular characters. It features a soft, squishy, and gooey texture, along with adorable designs that make you want to collect them all. These are addictive, comforting items that you won't want to put down.
■ TOKOTOYZ Official HP/SNS
Official website: https://tokotoyz.jp/
Official Instagram: https://www.instagram.com/tokotoyz_official/
Official X (formerly Twitter): https://x.com/tokotoyz
Official TikTok: https://www.tiktok.com/@tokotoyz_official
Company Profile
Company Name: Lifestyle Company Co., Ltd.
Location: PMO Hatchobori II, 7th Floor, 2-24-3 Hatchobori, Chuo-ku, Tokyo
Business activities: Planning, development, import/export, manufacturing, sales, and wholesale of cosmetics / Planning, development, import/export, manufacturing, sales, and wholesale of toys / Exclusive import agent for overseas cosmetics and beauty goods / Exclusive import agent for overseas products
Official website: https://lifestyle-co.fun/
TEL: 03-6262-8580
[Lifestyle Company Co., Ltd.] Press Release
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