Festivals - Japan Expo 2025 : Sylvanian Families Celebrates 40 Years with a Whimsical Booth of Nostalgia and Collectible Magic

By Mulder, Villepinte, Parc des Expositions, 05 july 2025

Amid the bustling energy of Japan Expo 2025, held at the Parc des Expositions in Paris, the Sylvanian Families booth stood as a picturesque oasis of calm, warmth, and intergenerational wonder. Strategically located in Hall 5A at booth F194, it was less a conventional stand and more an immersive experience, where fans could step into a meticulously crafted miniature village and feel time dissolve around them. Organized by Epoch d’Enfance, the French extension of the Japanese toymaker Epoch, the booth marked the franchise’s 40th anniversary in the most enchanting way possible. Visitors were welcomed by life-sized mascots representing beloved characters from the series—chocolate rabbits, kittens, bears—and invited to stroll among vibrant displays showcasing intricately designed dollhouses, vintage sets, and exclusive anniversary figures. Far more than a commercial showcase, the booth radiated emotion. Parents knelt beside their children to point out characters they remembered from their own youth, while newcomers gasped in delight, mesmerized by the tactile charm of the Sylvanian world. The moment you stepped into the space, you weren't at a pop culture convention—you were entering a storybook.

What elevated the Sylvanian Families presence beyond nostalgic appeal was the carefully curated programming that turned passive browsing into participatory magic. A key highlight was the 100% winning lottery game, where every spin guaranteed a small keepsake. This seemingly simple idea—offering a tangible reward to all—captured the spirit of the brand: generosity, inclusivity, and delight. A dedicated photo booth invited fans to snap pictures with mascot characters, many of whom delighted the audience during the Friday morning “Mascot Show” held on the Kitsune stage. Scheduled from 10:05 to 10:30 AM, this live event featured dancing, hugs, and plenty of high-pitched squeals of joy from younger attendees. It was a pure moment of celebration, prompting families to pause their day and engage with the brand not as consumers, but as fans, as players in a shared fantasy. As documented on both the Japan Expo official site and in enthusiastic reports from outlets like Mulderville, the energy during these mascot interactions was heartwarming, spontaneous, and surprisingly communal—a reminder that joy, when authentically cultivated, can transcend language, age, and culture.

The booth was also a treasure trove for collectors and long-time fans. To mark the franchise's 40th anniversary, Epoch d’Enfance introduced six limited-edition commemorative figures, distributed exclusively in partnership with King Jouet stores in France. These figures—featuring some of the most iconic animal families in special celebratory attire—were displayed with reverence, as if they were cultural artifacts rather than toys. The buzz was immediate and extended online, where dedicated Reddit threads detailed early releases in Japan and fans proudly posted unboxing photos. One particularly enthusiastic user shared, “My lil bunnies arrived from Japan today and I’m over the moon. I didn’t think they’d ship this fast!” Others traded tips on how to find the rarest editions, sparking a rush not unlike what sneakerheads experience during a new drop. This cross-continental anticipation speaks to the global emotional footprint of Sylvanian Families, a brand that has retained its original innocence while evolving into a powerful cultural symbol of imaginative childhood.

Beyond the tangible goods and photo opportunities, what made the Sylvanian Families booth unforgettable was its emotional resonance. You could see it in the parents who lingered just a little longer, their fingers brushing over a display case that reminded them of Christmas mornings past. You could hear it in the spontaneous conversations between strangers bonding over which character was their favorite, or which playset they had owned in the '90s. In a convention filled with flashy new franchises and cutting-edge technology, this booth took a radically different approach—it slowed everything down. It asked visitors to look, to feel, to remember. And in doing so, it reminded everyone that sometimes the simplest stories—those of a family of rabbits living in a cozy treehouse—are the ones that stay with us the longest.

Crucially, the success of the Sylvanian Families booth at Japan Expo 2025 wasn't just due to clever marketing or cute designs. It was the result of a deeply strategic vision from Epoch d’Enfance, which has increasingly made appearances at global pop culture events such as HYPER JAPAN in the UK. By positioning the brand not only as a nostalgic toy but as a contemporary lifestyle choice and collector's item, Epoch has succeeded in reintroducing Sylvanian Families to a modern audience without sacrificing its core values. The booth’s success is also a reflection of how the franchise aligns perfectly with today's cultural hunger for the wholesome, the tactile, and the emotionally sincere. In a digital age saturated with screens and cynicism, Sylvanian Families offers a hand-stitched world of felt and fiction where kindness always wins, and families—no matter how furry—stick together.

The Sylvanian Families booth was more than just a highlight of Japan Expo 2025; it was a reminder of how pop culture can build bridges between generations, between countries, and between the child we once were and the adult we’ve become. Whether you came to snap a selfie with a life-sized rabbit or to hunt down a rare anniversary figure, you left with something far more valuable: the quiet joy of remembering what it means to play, to dream, and to belong.

You can discover our photos in our Flickr page

Photos : Boris Colletier / Mulderville