Toys - Bandai Gashapon Paris Official Shop: A Total Immersion in the Heart of the Japanese Phenomenon That Transforms Rue de Rivoli into a Temple of Collectibles

By Mulder, Paris, 37 rue de Rivoli, 03 april 2026

It’s hard not to leave completely captivated after a morning visit to this new Parisian spot, which, from the very first moments, gives you the strange sensation of having been teleported to Tokyo without leaving the 4th arrondissement. Since April 3, 2026, the very first French pop-up store dedicated to Gashapon has opened at 37 Rue de Rivoli, and it’s not just a simple shop, but a sensory experience designed down to the smallest detail, where the mechanical sounds of the machines, the vibrant colors, and the music from Japanese pop culture create an almost hypnotic atmosphere. Behind this ambitious project is the Japanese giant Bandai, the world’s second-largest toy manufacturer, in partnership with the French retailer King Jouet—a strategic alliance that reflects a clear goal: to bring to France not just a product, but a genuine cultural ritual deeply rooted in Japanese daily life for several decades.

What immediately strikes you upon entering is the impressive lineup of nearly 300 machines, each offering a series of figurines or collectibles, for a total of around 3,000 items. The process is disarmingly simple yet incredibly effective: you exchange your euros for tokens, choose a machine, turn the dial… and the capsule drops. This seemingly trivial gesture quickly becomes addictive, driven by a well-known psychological mechanism blending chance, anticipation, and immediate gratification. This offering responds to several major trends observed in France, notably the enduring enthusiasm for Japanese culture and the rise of the “kidult” market—adults passionate about collectibles and pop culture.

Throughout the visit, it’s hard not to get swept up by the diversity of the licenses on offer, ranging from must-have classics like Mario or Son Goku to more unexpected worlds, including Minecraft and Tamagotchi. Over 120 licenses are already available, and the regular rotation of collections promises an ever-changing experience, encouraging visitors to return. During our visit, the excitement was palpable among the first visitors, oscillating between curiosity and nostalgia, with some discovering the concept for the first time, while others, with an almost childlike smile, rediscovered feelings familiar from trips to Japan. This mix of audiences perfectly illustrates Bandai and King Jouet’s strategy: to create an intergenerational space where the object becomes a pretext for emotion and collecting.

But behind this apparent lightheartedness lies a solid economic reality. The global capsule toy market, which has doubled since 2020, is now worth approximately 2 billion euros, and Bandai operates more than 400 similar stores worldwide. In Paris, the expected annual revenue for this store is estimated at 1.5 million euros, an ambitious yet realistic goal given the crowds observed from the very first days. The average purchase, ranging between 15 and 20 euros, further confirms that the experience naturally encourages repeated attempts, with each capsule reinforcing that sense of “almost” that prompts customers to try again. This business model is based on the concept of an incomplete collection, where the lack of control over the item obtained paradoxically becomes the main driver of engagement. Another interesting aspect, often less visible yet essential, concerns environmental and logistical challenges. Bandai already recycles a significant portion of the plastic capsules to produce new ones, while exploring alternative materials—proof that even such a playful concept must now adapt to ecological concerns.

Finally, this pop-up store is part of a broader transformation of the toy sector, which is facing declining birth rates and changing consumer habits. For Philippe Gueydon, this is not just a test, but a full-scale laboratory for envisioning the stores of tomorrow—more experiential, more immersive, and capable of appealing to an adult audience seeking entertainment and nostalgia. Open for an initial period of at least one year, with a possible extension to three years if successful, this Gashapon Bandai official shop could well mark a turning point in how retailers approach retail in France.

At the end of this visit, one thing is certain: it’s hard to leave empty-handed, but above all, it’s hard not to want to come back. More than just a store, this place manages to capture something rare—the ability to transform a mundane gesture into a moment of pure, almost childlike joy—and to remind us that, sometimes, the magic lies simply in the anticipation of what will come out.

We invite you to check out our short interviews with Philippe Gueydon, CEO of the French toy retailer King and Noam Bouyakoub-Menut, Head of Omnichannel Marketing and Communications, King Joue  about this new store:

You can discover our photos in our Flickr page

Photos and 4K videos: Boris Colletier / Mulderville