Benesse Corporation's classic educational brand "Kodomo Challenge" and its flagship character "Shimajiro" will celebrate their 40th anniversary in 2028! Having accompanied countless children through their growth, Shimajiro is now set to re-enter the lives of us who have grown up, with a new brand: "& Shimajiro (＆しまじろう)."
The new brand's concept is simple: "Smiling together & Shimajiro – Let's smile together, now and always." The person you can smile with is someone you can truly relax and be yourself around. When you smile, you feel understood, and life doesn't seem so difficult – that's the kind of friend Shimajiro wants to continue to be. And the "＆" symbol, in essence, connects people. No matter your age, if thinking of Shimajiro brings a smile to your face, that's enough.
To allow everyone to truly experience the new brand's atmosphere, the official team has specially chosen Harajuku, Tokyo, to collaborate with café STUDIO in creating a limited-time pop-up cafe, "Cafe & Shimajiro," running from March 19, 2026, to April 5!
The store features a design that blends with Harajuku style, along with a character personality display area. Of course, there are also collaboration-exclusive menu items – such as dishes with Shimajiro-shaped picks, character-shaped cookies, and monaka, among others. Whether for family fun, friends' gatherings, or simply to relax alone, you can spend a warm time here with Shimajiro~
Furthermore, there are 5 original merchandise items available only here! All are practical goods specially designed for adults, such as mugs, clear files, tote bags, and more, making you want to carry them with you every day!
【Cafe Information】
■ Store Name: Cafe & Shimajiro (カフェ アンド しまじろう)
■ Official Website: https://shimajiro.benesse.ne.jp/andshimajiro/cafe/
■ Event Period: March 19 (Thursday) – April 5 (Sunday)
■ Business Hours: 11:30 AM – 9:00 PM
■ Location: café STUDIO (YM Square Harajuku 1F, 4-31-10 Jingumae, Shibuya-ku, Tokyo)
If you happen to be in Tokyo during this period, why not make a detour to Harajuku to see Shimajiro? Enjoy a cup of coffee, pick up some merchandise, and let this friend who grew up with you continue to be a part of your daily life :)
Source: PR TIMES