Sega Store Tokyo is now open – here's what we saw inside
This is the second Sega store in the world, following the opening of Sega Store Shanghai in May 2025. With over $1 billion reported in box office receipts from the Sonic the Hedgehog film franchise alone, the move to branch out with brick-and-mortar Sega stores certainly makes sense.
Sega Store Tokyo is located inside Shibuya Parco on the sixth floor, which just so happens to be the same floor as the Pokémon Center, Nintendo Store, Capcom Store, Jump Store and Godzilla Store, so we recommend getting your geek on all in one go when you visit.
The star of the show is the Sonic merch, natch. You'll find a wide selection of products featuring Sonic, Tails, Knuckles, Dr Robotnik (Dr Eggman in Japan) and other fan favourites, ranging from keychains and acrylic stands to pillows and plushies.
In addition to the everyday plushies, you'll be able to get your hands on three exclusive Sonic plushies not found elsewhere. Their designs are a collaborative effort between Sega and collage artist Kosuke Kawamura of 'Akira: Art of Wall' fame. While you're picking up exclusive items, don't forget your Sonic Bearbricks.
Fans of the Yakuza / Like a Dragon games are also in luck, as the popular franchise is featured prominently throughout the store, in the form of items like pillows, figurines and more.
There's plenty of Persona products to please the people too, namely items from Persona 3 Reload and the masterpiece that is Persona 5.
Hatsune Miku merch? Check.
Sega merch like mugs and jumpers are available as well.
If you spend over ¥7,000 in the store, you'll receive an exclusive tumbler in one of four colours: white, black, silver or gold. The offer's only available as long as supplies last, so you might want to visit sooner rather than later. In fact, the opening has been so popular that staff are handing out tickets with entrance times to manage the crowd.
The store opens at 10am, but according to Justin Scarpone, Executive Vice President and head of Sega's Global Transmedia Group, visitors came long before that. 'We had people lining up as early as seven. A woman flew in from Finland just for the store!' He expects the crowds will die down over time, but if you want to get your hands on limited items, you might want to go fast.
Speaking of going fast, from now until July 21 you can meet Sonic in person. The mascot will be making a few sporadic appearances each day over the long weekend, so if you fancy a selfie with the world's most famous blue hedgehog, now's your chance. He's waaaaiiiitiiiing!
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