Not to be outdone by Capcom and Nintendo, Sega will be opening a merchandise store in the heart of Tokyo.

The Sega Store Tokyo, which will be Sega’s first flagship store in Japan, will be opening on 18th July in Shibuya. This will be the core base for Sega’s transmedia strategy for Japanese and global content, featuring exclusive items for the store shelves. These include:

Sonic the Hedgehog x Kosuke Kawamura SEGA Store Exclusive Toys

SEGA’s iconic character, Sonic the Hedgehog, has been reinterpreted and designed by collage artist Kosuke Kawamura. This is a limited collection available exclusively at SEGA STORE, featuring designs that incorporate Kawamura’s iconic shredder art and collage techniques.

BE@RBRICK SONIC THE HEDGEHOG CHROME

To commemorate the grand opening of SEGA STORE TOKYO, Sonic the Hedgehog collides with the wildly popular BE@RBRICK series!

SEGA Cooro

Take your favourite SEGA characters wherever you go. These plushies are easy to carry and designed to fit comfortably in your hand! SEGA Cooro’s first collection brings together familiar faces from Sonic the Hedgehog—Sonic, Tails,
Knuckles, Amy, Shadow, and Dr. Eggman—alongside Ichiban Kasuga, Kazuma Kiryu, and Goro Majima from Like a Dragon!

\

To celebrate its grand opening, SEGA Store Tokyo will be giving away free SEGA tumblers with any purchase of ¥7,000 or more. Each will come in a random colour: white, black, silver, or the rare colour gold.

Here are the full details of the store:

• Address: 6F Shibuya Parco, 15-1 Udagawacho, Shibuya-ku, Tokyo 150-8377, Japan
• Opens: 18 July onward
• Business Hours: 10:00 AM–9:00 PM (Closed on unspecified days)
• Space: 112.5 m² / 1213.5 sq ft

Sega has been opening merchandise stores here and there; they opened one in Shanghai in May 2025 and another in Little Akihabara, Los Angeles. The latter is only temporary, as it will close on 27 July.