Everyone knows the famous KIDDYLAND in Harajuku. But did you know a brand new, 4-story KIDDYLAND opened in Shinjuku this April?
Located just 5 minutes from the Shinjuku East Exit, this store is quickly becoming our favorite secret weapon for toy shopping. Why? Because unlike the crowded Harajuku location, the aisles here are spacious, the shopping experience is comfortable, and you can actually take photos without bumping into strangers.
However, there is one major downside regarding tax-free shopping that you need to know before you go (see our warning below!).
WOW: KIDDYLAND Shinjuku Highlights
Zero Crowds: Compared to Harajuku, this place is empty on weekdays. You can browse slowly and comfortably.
Photo Ops: There are cute photo walls and murals on every floor—perfect for Instagram.
Exclusive Stock: We found items here that were sold out elsewhere, including the trending Matcha Kitty and a huge selection of Miffy goods.
Exclusive Sanrio: The 1st floor features special “Supertall” (exclusive version) Sanrio items you can’t find in Harajuku.
🧸 Floor Guide: What’s Inside?
The store is divided into 4 floors, each with a specific theme.
| Floor | Key Characters & Themes |
| 4F | Snoopy (Peanuts) town. A calm space dedicated to Snoopy fans. |
| 3F | Sanrio & Nintendo. Home to Hello Kitty, Tamagotchi, Super Mario, and some niche IPs. |
| 2F | Chiikawa & Anime. The headquarters for the massively popular Chiikawa (very cute, but loud music!). |
| 1F | Exclusives & Pop-ups. Features the special “Supertall Sanrio” collection and seasonal pop-up events. |
- Pro-Tip: If you are a Miffy fan, this store is paradise. The selection here feels much larger and better stocked than other locations.
⚠️ The Critical Tax-Free Warning (Read This!)
This is the most important part of our guide. While the shopping environment is better than Harajuku, the tax-free system is worse.
The Rule: You must pay separately on each floor.
The Problem: You cannot combine receipts from different floors to reach the 5,500 JPY tax-free threshold.
- Example: If you buy 3,000 JPY of Chiikawa on 2F and 3,000 JPY of Snoopy on 4F, you get NO tax refund because neither receipt hit 5,500 JPY.
- Our Verdict:
- Go to Harajuku: If you plan to buy small items from many different characters and want to combine them for a tax refund.
- Come to Shinjuku: If you plan to buy a lot of one specific character (e.g., spending 6,000 JPY just on Miffy) OR if you hate crowds and value a comfortable experience over a small refund.
📍 Visitor’s Guide: Know Before You Go
We’ve compiled the essential info to help you find this new spot easily.
| Category | Information |
| Location | KIDDYLAND Shinjuku |
| Address | 〒160-0022 Tokyo, Shinjuku City, Shinjuku, 3 Chome−23−17 オカダヤビル 1F～4F |
| Access | 5-minute walk from Shinjuku Station (East Exit). |
| Hours | 10:30 AM – 8:30 PM (20:30) Daily |
| Payment | Credit Cards and NFS Mobile Payments are accepted. |
| Phone | 03-5925-8631 |
| Website | kiddyland.co.jp |
