Sega has announced the opening date of its flagship store in Japan, along with details on some of the exclusive merchandise it will sell.
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According to Sega, the store will sell a variety of products from numerous Sega and 
The store’s opening will also coincide with the launch of Sega Cooro, a new series of small plush toys which are “easy to carry and designed to fit comfortably in your hand”.
The first batch will include Sonic, Tails, Amy, Knuckles, Shadow and Dr Eggman from the Sonic series, as well as Ichiban Kasuga, Kazuma Kiryu and Goro Majimi from Like a Dragon.
Sega will also be releasing a new line of teddy bears called Sega Labbies, though these won’t be ready until November.
This is the second permanent Sega store, following the opening of Sega Store Shanghai in May 2025.
VGC first reported last year that Sega was planning to open a store in Tokyo, following an interview with Sega’s transmedia boss Justin Scarpone.
“Our portfolio is very broad, but the common thread is the Sega brand,” Scarpone told us at the time. “Sega already has a surprising amount of fandom as a brand, and we need to look after those fans and offer new experiences to them, while putting the stamp of Sega on it more proudly.”
He added: “If you go to retail today, you don’t see ‘Sega’ enough. For example, we’re opening a Sega store next summer in [Tokyo’s] Parco. There will be a Sega store. We’re also going to be doing a similar project in Shanghai, where we’ll have a store there as well via a partner.
“It’s really exciting and we need to do a lot more of that, because Sega is a consumer brand that is surprisingly not in front of consumers enough. Sonic is, but Sega isn’t. That’s one of 35 things I’m working on right now.”
