The "TIME as FATHER" fair is being held on the 6th floor of Isetan Shinjuku, aimed at ikemen (fathers) who want to be cool with their children.

"The term 'ikemen' (fathers) has become popular, and men's participation in childcare is gaining more attention, but there are still not many childcare items on the market that are designed with dads in mind. We selected products that dads will want to use, taking into account various occasions such as going out and eating out," says the buyer in charge of the department.

The highlight is the babywear created in collaboration between illustrator and graphic designer Hidehito Niiro and long-established newborn and babywear brand CELEC. Based on the theme of "DAD & ME," the items feature graphic prints with messages and are made from the finest Egyptian cotton.

Other items on offer include a stroller that can be folded with one touch, a high-tech rocking chair with five different rocking modes, bathing blankets, colorful mealtime chairs and plates, and a childcare bag that is a collaboration between stroller maker Aprica and PORTER, all of which are items that men can enjoy in childcare.

However, keeping in mind that the main player in childcare is always the mother, the selection is also focused on quality and functionality that will satisfy even a mother's perspective.