"TOKYO Toy Show 2026" was held at Tokyo Big Sight for four days from Thursday, August 27th to Sunday, August 30th, 2026. Here is a look at the Favorite booth, which made its first appearance at the show.

TOKYO Toy Show is one of Japan's largest events, bringing together the latest toys and character merchandise, and bustling with visitors and toy manufacturers from both Japan and abroad.

At Favorite, we showcased our booth focusing on our soft-textured, large-sized "Vinyl Model" figures and our "Stuffed Model" plush toys, which harmonize character with charm.

Our highly popular dinosaur Vinyl Models were laid out across an entire wall so that visitors could compare each one's unique characteristics to find their favorite. Everyone was captivated by the sight of them lined up in a row. It was impressive to see parents and children talking about the features of the dinosaurs, with children picking up both familiar and new species. The volume, colorful painting, and texture of the Vinyl Models seem to have really captured the children's hearts.

Our Stuffed Models were well-received by everyone from children to adults, regardless of gender, with many people exclaiming, "So cute!" Many people were drawn to stop and look at the plush toys. Along with the gentle feel of a plush toy, visitors enjoyed holding and cuddling these adorable dinosaurs, which capture the characteristics of the creatures in true Favorite style.

In our "Paint Model" corner, where you can paint your own dinosaur to your liking, we heard happy comments like, "I've painted one before!" Some children were even mesmerized by the video of our staff painting the models. Also, the Anomalocaris displayed as part of our online store exclusive "Vinyl Model Set Package" was surprisingly popular. Even young children were familiar with it and enjoyed talking about its unique characteristics with our staff.

The Master Craft Edition pursues the reality of a living creature while maintaining the essence of our Vinyl Models. The full scope of the upcoming Spinosaurus was unveiled for the first time at Toy Show 2026. We even had some enthusiastic children who came specifically to see this model after seeing it on social media.

At our impressive photo spot where visitors could take pictures with a 1/1 scale Tyrannosaurus, people enjoyed themselves in their own way—by posing with their favorite Vinyl Models, pretending to be eaten, or taking photos of their plush toys.

While the way we admire and enjoy things may diversify over time, the look on children's faces as they get excited about dinosaurs and living creatures remains the same as it has always been. Through this "Toy Show," coming into contact with the enthusiasm of children with sparkling eyes, I was reminded once again of that unchanging appeal.