The Isetan Shinjuku Main Building's 6th floor baby and children's area has undergone a remodeling and reopening of three zones: "Toys," "Maternity & Newborns," and "School Life."
Ahead of the grand opening of the baby and children's area in spring 2015, the floor has undergone numerous remodeling changes to support children's development. The promotional space "Park" soft-opened on the floor on October 1st. This remodeling follows the soft opening of the "Toys Zone" and "Maternity & Newborns Zone" on December 10th, and the "School Life Zone" on December 17th.
According to the store, items on this floor were previously categorized by child age, but with this remodeling, they are focused on "child-rearing scenarios" and "parental values."
First, the "Toys" area is designed with educational value in mind. To foster wisdom and sensitivity through play, the store offers a wide selection of items that address five areas: health, relationships, environment, language, and expression, creating a visually appealing sales floor.

The "Maternity and Newborn" zone features a "Maternity Concierge" who is knowledgeable about newborns and the physical and mental changes that mothers go through. The space is designed with comfort in mind, allowing customers to relax and easily discuss any concerns they may have during pregnancy or before and after childbirth.

A new baby rest room has also been installed for women who want to enjoy shopping with their babies. Not only is there a private nursing room, but baby food has also been introduced in the vending machines. The diaper changing station has also been upgraded to the latest model, allowing for more spacious diaper changing areas. The "School Life" zone offers a wide range of items, from children's shoes and formal wear to seasonal items like swimsuits and school bags, as well as underwear and nightwear, perfect for any occasion at kindergarten or elementary school. The store also offers items with ingenious details and color variations to allow children to express their individuality even in places with set rules, such as schools and cram schools. Of course, comfort is also a priority. In addition to these initiatives, Isetan will also launch a new learning project, "COCOIKU," in April 2015. This is a class for kids where they can learn the essential concepts of design. One-off classes, "PRE-COCOIKU," are already being held for 6,000 yen each.