Stephanie P.
Yelp
You won't normally find me anywhere near a giant store full of toys and small children, but I had to get my Gudetama fix while in Japan! And Kiddy Land is definitely worth a visit for anyone who collects Sanrio, blind boxes, or just kawaii stuff in general.
There are five floors, but the ground floor is the craziest by far. Stay calm, gently push through the crowds, and eventually you'll get to see it all. The layout is somewhat random -- the first floor had metal and wood puzzles, wooden building dioramas, and a mishmash of other odds and ends. If you're looking for something specific, you'll have to work your way up and down the aisles to see it all, because it's crowded and every shelf is jam-packed. I found some Animal Crossing merchandise here, which is something I haven't really seen anywhere else.
I headed up to the fourth floor for the Sanrio stuff, where they had a good selection of Gudetama items. Many of the items said "Sold only in Japan" on their tags, which was helpful because I was looking for stuff I couldn't get back home. They have plushies, blind boxes, hair accessories, pens and pencils, even bath and beauty products, and it seems to be a similarly large selection for every Sanrio character they carry. Some of this stuff you can find in other stores around Tokyo, but it was nice to have a wide selection here, and of course the prices are consistent because they're marked on the Sanrio labels, so you know you're getting the same price as any other store.
It's VERY busy and crowded inside, but worth taking your time to look at all the interesting little novelty items and collectibles they carry. I wouldn't call this a toy/game store in the sense of board games or toys you would really play with, it's more about cute trinkets and accessories. Many of the employees had character onesies on, including a Gudetama one that I REALLY wanted (but even if they had one in my giant American size, I probably couldn't have afforded it). The lines can get long, but they move pretty quickly, and lines are shorter if you avoid the first-floor registers and pay on a different floor.
Outside they had a person in a My Little Pony suit prancing around and posing with passers-by. This is what I love about Japan: it's 100% normal for adults to grab My Little Pony dolls out of a basket and pose with a giant pony outside a toy store. In fact, there was a line of other adults waiting to take their picture too! Get used to feeling like a big ol' creepy creeper here, I say.
They DO take credit cards, so you can go on a kawaii shopping spree without fear. If you can handle the claustrophobia of a five-story toy store full of excited kids pawing at trinkets, there's a ton of great stuff to be found here at reasonable prices.