Editor’s Note
This article introduces the launch of “Teeny Friends,” a new plush toy brand by SPECIAL PRODUCT DESIGN INTERNATIONAL. It targets the ‘Kidult’ market—adults who retain a fondness for childhood joys and cute collectibles.
SPECIAL PRODUCT DESIGN INTERNATIONAL has launched a plush toy brand “Teeny Friends” targeting the ‘Kidult’ generation. ‘Kidult’ is a portmanteau of Kid and Adult, a coined term meaning “adults who haven’t forgotten their childlike heart.” It’s a brand for adults who enjoy “cute” and subtly wear characters and mascots around town.
The brand name “teeny” means “very small,” and the brand will develop plush toys and mascots that make you want to collect them, while cherishing the excitement of childhood.
The commemorative first collection is “the sweets pop 2026.” It features sweet and pop-style plush toys and mascots with confectionery motifs, creating a lineup reminiscent of a “plush toy candy store.”
– Shortcake Plush Toy: ¥4,400
– Roll Cake Plush Toy: ¥3,630
To commemorate the brand’s launch, a collaboration with the non-profit volunteer organization MAKE-A-WISH has been realized. Two types of mascots have been developed, featuring a star (used in the brand logo) and a heart symbolizing “wishes.” A portion of the sales will be donated to the organization.
– MAKE-A-WISH Star Mascot: ¥2,750
– MAKE-A-WISH Heart Mascot: ¥2,750
Official Online Site: https://teenyfriends.jp