Mr. Men Little Miss Store Opens in Tokyo's Pop-Culture Hub

The vibrant Takeshita Street in Harajuku has a colorful new addition. Sanrio's flagship store dedicated to Mr. Men Little Miss opened in February, offering visitors an uplifting space filled with a diverse selection of items featuring unique characters.

Mr. Men Little Miss is a beloved British picture book series that has delighted readers for more than half a century. Since its debut in 1971, the series has playfully presented emotions and personalities through its characters and stories.

After its acquisition by Sanrio in 2011, the brand has expanded its reach while staying true to its message, "Being Different is Delightful!!," echoing Sanrio's vision of "One World, Connecting Smiles."

The Harajuku store is designed to capture the playful spirit of the brand, inspired by British culture and giving fans a new way to experience the world of these lovable characters.

*Inside the flagship store, with characters waving from a design inspired by the London Underground. (Photographer ©JAPAN Forward)*

'Being Different is Delightful!!'

First created by British author and illustrator Roger Hargreaves, the Mr. Men Little Miss series encourages children to appreciate each person's uniqueness and to embrace those differences with positivity, sparking joy and excitement.

*Clockwise from top left: Mr. Happy, Mr. Bump, Little Miss Sunshine, and Mr. Strong. (© 2025 SANRIO CO., LTD., ©2026 THOIP)*

Among its famous characters are Mr. Happy, whose infectious smile brings joy to everyone around him, and his best friend Little Miss Sunshine, who has a gift for finding the bright side in any situation.

Then there's the endearingly clumsy Mr. Bump, who can't seem to go anywhere without bumping into something, and Mr. Strong, who is capable of lifting 65 elephants at once and has a soft spot for eggs.

*A plushy of Mr. Happy with his signature smile. (Photographer ©JAPAN Forward)*

Over the decades, the series has grown to over 90 characters. With gentle, humorous stories about individuality and empathy, the books have become a global phenomenon, cherished by generations of readers. In fact, the picture book series has been published in over 400 titles across 17 languages worldwide, with cumulative global sales exceeding 250 million copies.

The characters have also been a force for good beyond the page. For example, the brand has partnered with UK homelessness charity Crisis for a series of fundraising campaigns. In December 2025, they invited people to "buy" imaginary invisible doughnuts to raise money and awareness for people experiencing homelessness.

Flagship Harajuku Store

The newly opened flagship store stands out even amid the vibrant energy of Harajuku's famous pop-culture hub. Its storefront draws inspiration from the London Underground, featuring Mr. Men Little Miss characters bursting out from the iconic logo.

*Mr. Tickle hangs between two tote bags. (Photographer ©JAPAN Forward)*

"The idea behind opening the flagship store was our desire to create a place where people could experience the brand's worldview in person, along with the message at the heart of Mr. Men Little Miss: 'Being Different is Delightful!,'" said Mao Asakawa, Sanrio's producer for the brand.

This is the series's first flagship store in Japan, and Harajuku was a deliberate choice.

"It is a place where diverse fashion and cultures intersect, and where people come to express their individuality," the producer explained.

*The store is packed with products spanning a colorful cast of characters. (Photographer ©JAPAN Forward)*

A Closer Look

The experience begins the moment you step inside. A destination sign above sets the tone, pointing to "Happyland" and "Harajuku." Mr. Bump stands ready to greet visitors on the left, while Mr. Worm cheekily pokes his head out of the wall on the right. A bright yellow interior creates an instantly cheerful atmosphere.

*Destinations "Happyland" and "Harajuku." (Photographer ©JAPAN Forward)*

*Mr. Worm looking dapper in a black bowler hat. (Photographer ©JAPAN Forward)*

The shop is filled with charming offerings, with individuality reflected in vibrant splashes of color throughout the space. Highlights include a Japanese-style lunch box adorned with the characters for a cute souvenir.

*Lunch boxes featuring Mr. Men Little Miss characters make for a fun souvenir. (Photographer ©JAPAN Forward)*

*Mr. Bump with a Mr. Bump plushy on his head. (Photographer ©JAPAN Forward)*

Alongside plush toys and children's shirts, there are plenty of options for adults too, from apparel featuring Little Miss Sunshine to an assortment of tote bags.

*A fun wall full of plush keychains. (Photographer ©JAPAN Forward)*

*A wide range of apparel featuring Mr. Men Little Miss characters. (Photographer ©JAPAN Forward)*

Other items lean into each character's distinct identity, such as pink fluffy hair bands inspired by Little Miss Princess. Then there are shirts printed with uplifting phrases like "positivity grows from within," featuring Mr. Tickle tickling himself. Some products have proven so popular that they may already be out of stock, though new designs are on the way.

"We offer a wide range of stylish items, especially apparel and lifestyle goods. Alongside choosing a favorite character, we hope customers enjoy thinking about which personality they relate to," the producer explained.

*Mr. Tickle features on a printed T-shirt. (Photographer ©JAPAN Forward)*

Expanding the World of Mr. Men Little Miss

Sanrio has ambitious plans for the series, and the Harajuku flagship store is just the beginning.

"Rather than remaining within the traditional boundaries of character merchandising, we aim to grow it into a brand in the fields of fashion and lifestyle that many people can enjoy," the producer said.

*To find Mr. Tall, look for his long blue legs. (Photographer ©JAPAN Forward)*

Their expansion also stretches well beyond the shop floor. A new animated series is currently streaming globally on YouTube, and a second series is already in production for television.

Beyond the small screen, development has begun on a feature-length theatrical film to be produced by the studio behind the popular live-action Paddington series.

Sanrio President Tomokuni Tsuji expressed his enthusiasm for the project: "We are thrilled to share Mr. Men Little Miss — one of Sanrio's strongest IPs with iconic British roots — with audiences worldwide through this film."

Experiencing 'Sanrio Time' in Harajuku

After exploring Mr. Men Little Miss, visitors can also enjoy a trip to the Sanrio Harajuku Store, just a couple of minutes away on foot along the same stretch of Takeshita Street. The complex reopened in December 2025, and its bright pink walls and neon energy make an immediate impression.

*A giant Hello Kitty statue greets visitors on the first floor of the Sanrio Harajuku Store. (©2026 SANRIO CO., LTD.)*

Featuring a wide range of merchandise and a café, the Sanrio Harajuku Store provides a space where visitors can immerse themselves in the world of Sanrio characters.

The first floor is home to a very Harajuku experience: plush keychains in various designs and sizes, exclusive items, and at the back, Japanese-style merchandise ranging from Kuromi in a kimono to a Hello Kitty sushi keyring.

On the second floor, visitors can head to the highly popular Patch Deco Station, where they can customize items with their favorite Sanrio characters for a personal keepsake.

*The Patch Deco Station on the second floor of the Sanrio Harajuku Store. (©2026 SANRIO CO., LTD.)*

*The Patch Deco Station offers a variety of items and decorations for customization. (©2026 SANRIO CO., LTD.)*

The SANRIO CAFE on the third floor serves a menu of character-themed dishes. A signature afternoon tea is also available with advance booking. Reservations are recommended, as the café fills up quickly.

*The Sanrio Cafe's signature afternoon tea. (©2026 SANRIO CO., LTD.)*

Harajuku has long welcomed people who come to express who they are, and the worlds of Sanrio and Mr. Men Little Miss further enhance that spirit.

As the brand expands into Harajuku and eventually the big screen, its message remains as important as ever: being different is delightful, and there is a character out there for everyone.