Japanese toy maker BRIGHT LINK is rolling out a new animal-themed capsule toy series called “That’s Not Chow! Chow Chow Bobblehead Trinket Trays (エサちゃうちゃう… おかおぶるるん小物置き).” Each design pairs a hilariously dejected Chow Chow with a miniature container for rings and other tiny items. The lineup includes four styles priced at 400 yen per play, with the series scheduled to begin arriving in Japan in late September 2026.
The product name plays on the Kansai-dialect word “chau,” meaning “that’s not it,” and the Japanese name for the Chow Chow breed, “Chau Chau.” It makes each pup look like it is forlornly insisting, “That’s not mine...” A spring hidden inside the dog’s neck sends its round head wobbling with the slightest tap. After taking canine absurdity to new heights with its “Mosaic Dogs 2” capsule toy series, BRIGHT LINK is once again combining wordplay, animal figures, and desktop storage into one delightfully weird collectible.
ﾌﾞﾙﾌﾞﾙ…ﾌﾞﾙﾌﾞﾙ…ﾌﾞﾙﾌﾞﾙ…
「それエサ…ちゃう…」ﾌﾞﾙﾌﾞﾙ… pic.twitter.com/40o4WPoMJt— ブライトリンク (@brightlinkdayo) September 24, 2026
The four designs include “That’s Not Food...” with a red food bowl, “That’s Not Water...” with a blue water bowl, “That’s Not a Toy...” with a pink toy box, and “That’s Not Treasure...” with an orange treasure chest. Each Chow Chow also sports a different coat color, and the figures measure approximately 40 mm tall. Whether you use them to hold rings, earrings, or tiny desk accessories, the pouty pup beside the tray will keep bobbing away with a face that says, “That’s not mine, either.” It is just the right mix of practical and ridiculous!
エサちゃうちゃう… おかおぶるるん小物置き
Styles: 4 total
Size: Approx. 40 mm
Price: 400 yen per play, including tax
Release Date: Late September 2026
via： X@brightlinkdayo