Tower Records has announced Rilakkuma x Tower Records Campaign 2021, an event set to run from August 4 to August 29. The retail music chain is joining paws with Rilakkuma and company for a campaign with the theme “Wow, what a surprise!” at Tower Records stores, their online shop, and Tower Records Cafe.

Merch collab line-up

Tower Records has collaborated with Rilakkuma every year since 2009. This year sees the arrival of brand new original merchandise, a CD, and themed cafe.

The merchandise will be available at 27 Tower Records stores, Tower Records Cafe Omotesando, and online. Enjoy adorable original artwork of Rilakkuma, Korilakkuma, Chairokoguma, and Kiiroitori. There’s lots of freebies to get your hands on too – check out the line-up below.

Available at 27 Tower Records stores, Tower Records Cafe Omotesando, and the online shop

Available at Tower Records Shibuya, Tower Records Cafe Omotesando, and the online shop

Free character cards with every purchase

Red Rilakkuma zabuton floor cushion

For this year’s campaign, Rilakkuma fans can win themselves a zabuton floor cushion too. For a chance to win, you need to sign up online.

Tower Records x Rilakkuma CD cover

Postcard included with CD

The eighth Tower Records x Rilakkuma CD includes background music for doing yoga. There are 15 popular J-pop tracks in total which can be enjoyed for just chilling out to as w2ell.

Themed cafe menu

The cafe collaboration at Tower Records Cafe Omotesando takes on an American diner theme. Takeout drinks will also be available at the Nagoya Sakae SKYLE and Umeda NU Chayamachi branches too.

At Tower Records Omotesando

Table mats at Tower Records Omotesando

Rilakkuma, Korilakkuma, Chairokoguma, and Kiiroitori themed dishes, drinks, and desserts

Receive a free fan when you book a table in advance

Receive a free postcard when you order from the collab menu

Set of 3 original stickers

Free postcard when ordering from the Special Menu

Free postcard when you order a takeout bottle

Collect all six stamps in the stamp rally to win a poster

During the campaign, for every piece of merchandise ordered, you’ll receive one of four possible character cards. 20 people who also scan the QR codes included on the cards by September 12 will be randomly chosen to win either a white Rilakkuma zabuton cushion or a ¥3,000 Tower Records gift card.

©2021 San-X Co., Ltd. All Rights Reserved.

Japanese character goods and toy chain KIDDYLAND is collaborating with San-X, the creators of the iconic Rilakkuma and its friends, to open the Chairoikogumarché, a market themed on Chairoikoguma, at KIDDYLAND Osaka Umeda. It will be open for a limited time this spring from March 11 to 25.

Chairoikoguma is a popular honey-loving bear character created by San-X who lives in the Honey Forest. This year marks the 5th anniversary since its debut.

In 2018 and 2019, San-X opened the limited-time Korilakkuma Meets Chairoikoguma Store which was hugely popular amongst Rilakkuma fans, with repeat buyers returning multiple times. Chairoikogumarché was originally scheduled to open at KIDDYLAND Osaka Umeda in April 2020, but it was postponed and will now open next month. Once they book their attendance, fans can look forward to laying their eyes on original Chairoikoguma artwork coupled with phrases spoken in the Kansai dialect. There will be exclusive items to purchase, merch pre-sales, bonus goodies, and more.

Merchandise Line-Up Excerpt

Charm Set | ¥1,320 (Tax Included)

Mask Case | ¥660 (Tax Included)

Pre-Sale Merchandise

Pre-Sale Release: March 11, 2021

*This product will be released for general sale at Rilakkuma Stores in Japan, excluding the Osaka Umeda branch, on March 13.

Chairoikogumarché & Nakayoshi Plush Toy (Sakuranokorisu) | ¥3,080 (Tax Included)

*Not available at Rilakkuma Store Umeda Osaka. Pre-sale exclusive to Chairoikogumarché.

*Will also be released on San-X’s online shop.

Pre-Sale Release: March 11, 2021

*This product will be released for general sale at all Rilakkuma Stores in Japan on April 3, 2021.

Long Plush Pillow | ¥6,600 (Tax Included)

Mini Shoulder Bag | ¥5,500 (Tax Included)

*Will also be released on San-X’s online shop.

Bonus Items

1. Customers who spend over ¥3,000 (tax included) at Chairoikogumarché will receive a random free zipper case from a possible two designs. First-come, first-served.

*One per person, per transaction. Design chosen randomly.

*Available while supplies last.

*Will be released at all Rilakkuma Stores except the Osaka Umeda branch on March 13.

2. Customers who spend over ¥5,000 (tax included) at Chairoikogumarché will receive a free tote bag. First-come, first-served.

*One per person, per transaction. Design chosen randomly.

*Available while supplies last.

©2021 SAN-X CO., LTD. ALL RIGHTS RESERVED.