A limited-time shop for the popular anime "PreCure," celebrating its 10th anniversary this year, will open on April 1st in the TOKYO Kaihoku section of the main building of the Isetan Shinjuku department store. It will run until the 15th.

Under the theme of "Girls and Women, Transformation and Fashion," PreCure and TOKYO Kaihoku have collaborated with the aim of fulfilling the transformation desires that every woman has had since childhood through fashion. In addition to selling original merchandise, the shop will also exhibit all of the transformation goods from the series for the first time.
Fashion items available for parents and children to enjoy include aprons and socks inspired by Pink PreCure's vest and ribbon, and multicolored loungewear featuring all of the transformation goods from the series.
Collaborative items with fashion brands are also planned. Accessories such as earrings, headbands, and scrunchies featuring transformation goods from "himitsu by Syrup." will be on sale. "Rurumuu" will sell handmade knit necklaces and knit hair ties, "Rose-colored Hat" will sell headpieces, barrettes, and hairbands, and "Dictionary" will sell leather clutches.

Isetan Shinjuku is expanding beyond fashion to include a wide range of lifestyle items. After considering a project that would not only expand but also deepen its offerings, the store decided on this collaboration to promote Japanese culture. "When we thought about Japanese lifestyle and culture, anime and manga are representative Japanese content that is popular not only in Japan but also overseas. By fusing them with fashion, we wanted to set ourselves apart from toy stores and create a project unique to Isetan," said a buyer.

The store façade will be draped with ribbon curtains, and customers will be able to take commemorative photos in front of a board featuring Pretty Cure characters. Character panels and a large panel of the "PreChen Mirror," a transformation tool used in Pretty Cure, will also be installed to convey the Pretty Cure worldview.