2026.04.01
Turning an 80th Anniversary into a Fan Experience
The Project Began with a New Corporate Slogan
Owl was first approached with a request to revisit KIDDY LAND’s long-term corporate slogan in celebration of the company’s 80th anniversary. Through interviews with executives, store managers, and headquarters staff who support daily operations, we gained a deep understanding of the company’s passion, values, and aspirations for the future.
As these conversations unfolded, we came to believe that the 80th anniversary should represent more than an internal milestone. It should also serve as an opportunity to express gratitude to customers and everyone who has supported KIDDY LAND throughout its history. What became clear during the interviews was that KIDDY LAND views its customers not merely as purchasers, but as devoted fans whose continued support has helped shape the brand over the decades.
Publishing a Fan Book for the Public
Corporate anniversaries are often accompanied by commemorative publications distributed only to employees and stakeholders. These publications are typically not available to the public and remain largely internal documents.
Owl proposed a different approach: rather than creating a conventional anniversary booklet, why not produce a fan-oriented publication and distribute it nationwide through bookstores, just like a commercial magazine or book?
Both the then-Chairman Mayoi and current President Tsumura embraced the concept, and the project was given the green light. To make the publication truly worthy of being called a “Fan Book,” we felt it should offer readers something special. After extensive discussion, we decided to include a special ticket booklet featuring 10% discount coupons redeemable at KIDDY LAND stores.
A Book Created for Fans of All Generations
The publication showcases nostalgic characters once sold at KIDDY LAND, along with product recommendations from store staff across the country. The result is a book that can be enjoyed by readers of all ages and backgrounds.
For publication, we partnered with Takarajimasha, a publisher with extensive expertise in character-related businesses and a company whose team members proudly consider themselves KIDDY LAND fans. Their enthusiasm for the project led to an initial print run that was twice the originally planned volume.
The Result
KIDDY LAND FAN BOOK was released nationwide on March 31, 2026. Shortly after launch, social media and review platforms began filling with enthusiastic comments from readers, many recommending the book to anyone who regularly shops at KIDDY LAND.
What began as a project to rethink a corporate slogan ultimately became an opportunity to strengthen the bond between a beloved brand and its community of fans—a fitting celebration of KIDDY LAND’s 80-year journey.
