TOKYO (ANN/JAPAN NEWS) – Sylvanian Families, the beloved series of animal dolls celebrating its 40th anniversary this year, is capturing the hearts of women in Japan, proving its appeal extends far beyond its original audience of children.
A temporary Sylvanian Families shop opened in early November at the Shibuya Hikarie complex in Tokyo, drawing a crowd eager to explore the latest additions to the long-standing toy series.
Launched by Epoch Co. in 1985, Sylvanian Families depicts the lives of forest-dwelling animal friends such as rabbits and bears. With over 110 doll varieties and intricate details, the series has gained worldwide recognition, selling more than 200 million units across 70 countries.
A nostalgic connection
Many adult fans flocked to the store, sharing stories of their love for the dolls. Koiki Taguchi, a 19-year-old university student from Tokyo, has been a fan since childhood. “I enjoy traveling with them and making clothes for them. They give me comfort,” she said.
A 47-year-old housewife from Yokohama carried a doll on her bag, smiling as she said, “I’ve admired them since I was a kid but couldn’t afford one back then. Thanks to the current ‘oshikatsu’ trend of openly supporting favorite things, I no longer feel embarrassed about carrying them around.”
Growing adult fanbase
According to an Epoch Co. representative, while the primary target remains children aged 3 to 9, the number of adults engaging in “Siru Katsu” (Sylvanian Families activities) has grown, particularly during the COVID-19 pandemic. Social media has played a significant role, with fans sharing photos of their dolls in handmade outfits or on outings. In 2020, the company began appointing “official ambassadors” from among these enthusiasts.
The dolls have even inspired a manga series by Kodansha Ltd., featuring a “gyaru” high schooler who loves Sylvanian Families. Manga author Kuko Okano explained their universal appeal: “There are so many types [of dolls] that everyone can find their favorite. They’re small, portable, and comforting, like a good luck charm.”
Cultural crossovers
Sylvanian Families’ charm has extended to mainstream media. In the TBS drama Saionji-san wa Kaji o Shinai (Ms. Saionji Doesn’t Do Household Chores), the protagonist—a 38-year-old career woman—keeps a secret room filled with Sylvanian Families dolls. While not part of the original manga, the dolls were incorporated into the drama to highlight the character’s personal joys beyond work.
The series’ theme of “nature, family, and love” aligns with the drama’s exploration of what defines a family. The producer remarked, “The world of Sylvanian Families is a gentle utopia where all kinds of animals live in harmony. It reflects the diversity of society, which adds to its appeal.”
A celebration of personal joys
The dolls’ resurgence among adults underscores a broader cultural shift toward embracing personal passions. “We live in an age where people can unapologetically love what they love,” the drama’s producer said. “Those who cherish their favorite things shine the brightest.”
For many, these toys evoke the joy and comfort of childhood. One reporter, inspired by interviews for this article, brought home a Sylvanian Families kitty doll and shared, “I feel at peace when I look at its gentle face.”
Sylvanian Families continues to enchant generations, offering a timeless blend of nostalgia, creativity, and connection.
