An original capsule toy series of acrylic keychains themed on Shinjuku's tourist attractions and landmarks goes on sale at Odakyu Department Store Shinjuku on Wednesday, November 18, 2026. The series is called SHINJUKU CAPSULE TOYS (新宿のアレ). Six spots, including "Shinjuku West Exit Omoide Yokocho," the "Eye of Shinjuku," and the former Odakyu Department Store Main Building, are drawn as pop illustrations. A portion of sales will be donated to the Shinjuku City Children's Future Fund (新宿区子ども未来基金).
A Capsule Toy to "Take Home" the Charm of Shinjuku
The series was planned by Odakyu Department Store, which has grown alongside the town of Shinjuku, out of a wish to let more people enjoy Shinjuku's charm and memories. Besides the fun of not knowing which motif will come out, the capsule toys are meant to let international visitors, domestic tourists, and anyone with ties to Shinjuku "take home" their memories and favorite spots.
The illustrator is maitoparta (マイトパルタ), who holds solo exhibitions in Japan and abroad and also works on brand collaborations and spatial design. The various Shinjuku spots are expressed in a friendly, playful style.
Six Motifs, from Famous Landmarks to Hidden Spots
The lineup ranges from symbols of Shinjuku to lesser-known spots. It includes places that draw many visitors from Japan and abroad, such as "Shinjuku West Exit Omoide Yokocho," "Kabukicho Ichibangai Arch," the "Eye of Shinjuku," and the "cat at Shinjuku East Exit." It also includes "Suntory Lounge Eagle" and the "former Odakyu Department Store Main Building," motifs that bring back memories for people who know Shinjuku and make them want to talk about them.
Part of the sales will also go to the Shinjuku City Children's Future Fund (新宿区子ども未来基金), which helps share the charm of Shinjuku while giving something back to the town.
SHINJUKU CAPSULE TOYS (新宿のアレ -SHINJUKU CAPSULE TOYS-)
- Release date: Wednesday, November 18, 2026
- Where to buy: Odakyu Department Store Shinjuku, Basement 1st Floor, next to the tax-free counter
- Price: ¥400 per play (tax included)
- Contents: Acrylic keychains, 6 designs in total
- Design: maitoparta (マイトパルタ)
- Other: A portion of sales will be donated to the Shinjuku City Children's Future Fund (新宿区子ども未来基金)
Acrylic Keychain Motifs
1. Shinjuku West Exit Omoide Yokocho (新宿西口 思い出横丁)
2. Kabukicho Ichibangai Arch (歌舞伎町一番街アーチ)
3. Eye of Shinjuku (新宿の目)
4. Cat at Shinjuku East Exit (新宿東口の猫)
5. Suntory Lounge Eagle (サントリーラウンジイーグル)
6. Former Odakyu Department Store Main Building (旧小田急百貨店本館)
Note: The motifs and designs are subject to change. Prices include consumption tax.
Odakyu Department Store Shinjuku
- Address: 1-5-1 Nishi-Shinjuku, Shinjuku City, Tokyo
- Access: Immediately from the West Exit of Shinjuku Station
- Phone: 0570-025-888 (Navi Dial)
- Official website: https://www.odakyu-dept.co.jp/shinjuku/index.html
