Isetan Shinjuku has completed a full-scale remodeling of its main building's 6th floor baby and children's area, which began last year, and will hold its grand opening on March 4th. To commemorate this, the store will be releasing a limited-edition teddy bear in collaboration with the German luxury stuffed toy brand Steiff.

These teddy bears are a collaboration between Steiff's traditional stuffed toy, known for its craftsmanship, and designers and brands with close ties to Isetan, featuring teddy bears wearing key items from each brand. Participating brands include dresstrip x roar, A BATHING APE®, A, BLUEBIRD BOULEVARD, HYSTERIC MINI, and LIBERTY ART FABRICS. There will also be a teddy bear dressed in Isetan's signature tartan, Macmillan/Isetan. Prices vary by brand, ranging from 30,000 to 43,000 yen. The promotion will take place at Center Parc, which provides an opportunity for parents and children to learn about the seasons and domestic and international cultures and lifestyles. A buyer on the same floor explained the intention of the project, saying, "In Japan's 24 solar terms, which have long been used, early March corresponds to the awakening of insects, which means spring arrives and insects begin to crawl out. We hope that by offering suggestions themed around animals waking from hibernation and plants that herald the arrival of spring, customers will be able to feel the spring even more." A new photo spot has also been set up on the same floor, where parents and children can enjoy taking photos. The theme will change every one or two weeks, with upcoming themes planned including "St. Patrick's Day," "Cherry Blossom Viewing," and "Easter."