MEDICOM TOY 30th Anniversary Exhibition at Omotesando Hills: A Six-Day Pop-Culture Milestone on Space O
From 25 to 30 July 2026, Medicom Toy takes over Space O on the B3F of Omotesando Hills' Main Building for the MEDICOM TOY 30th ANNIVERSARY EXHIBITION, a free six-day show that doubles as the 24th edition of the company's annual summer exhibition and the capstone of its founding year. Medicom Toy was born on 24 June 1996, so 2026 is the firm's 30th anniversary; the BE@RBRICK figure that made its name turns 25 the same year. Two anniversaries, one venue, six days. If you follow designer toys, soft vinyl, or the BE@RBRICK resale market, this is the Tokyo event of the summer.
The annual MEDICOM TOY EXHIBITION has run every summer since 2003, unveiling the company's new releases in one place. Past editions have been the venue where BE@RBRICK collaborations with BAPE, Kaws, Chanel, and the Louvre first showed. The 2026 edition is the anniversary-year blowout, with the concept "the world 100 years from now," an explicit nod to Medicom's stated aim of building things that will still matter a century on.
What Will Be on Display: New BE@RBRICK, MAFEX, Soft Vinyl, and Apparel
The show floor will display the full Medicom Toy line for the first time in one place. That means BE@RBRICK, MAFEX (the company's posable action figure line, mostly Marvel and Star Wars), Ultra Detail Figure, soft vinyl (sofubi), the REAL ACTION HEROES line, VINYL COLLECTIBLE DOLLS, and KUBRICK, plus apparel and goods under the MLE (Medicom Toy Life Entertainment) and FABRICK brands. Anniversary commemorative pieces are the draw.
The headliner is the BE@RBRICK MEDICOM TOY 30th ANNIVERSARY 400% figure, the house commemorative. The wider anniversary run is a roll-call of Medicom's collaborator network: a BAPE Camo Shark BE@RBRICK in both 100/400% three-piece sets and a 1000% size, a Sorayama Hajime x Medicom Toy 30th anniversary series in pink, silver, and blue 400% plus a 100% three-piece set, a Karimoku x Yuma Kano 400%, a Shun Sudo "Garden" 100/400%, and a Fragment "Wall Hanging" BE@RBRICK. BAPE cross-brand apparel drops include a reversible bear-shark full-zip hoodie, BAPE Sta sneakers, and a run of bear T-shirts.
The Big Drops: BAPE Shark 1000%, Popcorn Bear 1000%, and the Lottery Wall
Three 1000% BE@RBRICK figures are the ones that draw the longest queues: BAPE Camo Shark MCT 30th ANNIV. 1000%, Popcorn Bear 1000%, and the MAT (jumbo) figure. Buyers can choose take-out or delivery at the register, but take-out stock is limited per day, which is why the 1000% pieces are photographed on-site more than carried out. The Sorayama silver 400% is the anniversary piece most likely to hold resale value, based on how previous Sorayama x Medicom silver runs have behaved.
A separate lottery wall handles the scarcer items. The HxS (HIROTA SAIGANSHO) Metallic Red 400% is purchase-lottery only, win at the register or go home empty. The lottery application window opens 25 July at 11:00 and runs to 10 August 23:59, both at the venue and online at the MEDICOM TOY OFFICIAL STORE, with results emailed mid-August and shipping in September 2026. Lottery items include a Gamora figure, a Godzilla 2023 HxS, an Ultraman Jack first-appearance MAT, a Terra Incognita original color, and a Vampire Kotaro 30th anniversary piece.
The 30th Anniversary Book and the One-Per-Person Rule
The 30th anniversary book, "MEDICOM TOY 30th ANNIVERSARY MANUAL VOLUME V," gets its advance sale at the venue. A string of commemorative products tie to the book project, and the show also runs a historical retrospective exhibit looking back across 30 years of the company's output. That retrospective is the part that justifies the trip even if you do not intend to buy; the rare archive BE@RBRICK and sofubi from past collaborations are usually displayed behind glass, not for sale.
Buying rules are strict, and Medicom enforces them hard. One transaction per admission. One item per person per transaction, with only three exceptions (BE@RBRICK CHASE Seven Bear 100%, BE@RBRICK SERIES 52, and the Spider-Man: No Way Home CHASE, where a full box is the max). No Hills Card points, no parking discount on purchases, no shopping coupons accepted. Payment is credit card (Visa, Mastercard, Amex), PayPal, PayPay, Apple Pay, or Google Pay. Cash is not listed. Delivery is limited to Japan, and address changes after purchase are refused. Resale and transfer-for-cash are explicitly banned, and Medicom calls out "behaviour that may cause a nuisance to nearby stores" in its own notes, a clear warning against the resale crowds that gather outside the building each year.
Why This Belongs in Harajuku's Story
Medicom Toy is a Tokyo company, founded in Shibuya, and its annual exhibition has anchored Omotesando Hills' summer calendar for over two decades. Space O is the same B3F hall that hosted the Grand T-shirt Exhibition earlier in July, so the building effectively runs a back-to-back pop-culture programme from early to late July. The 30th anniversary lands at a moment when BE@RBRICK has shifted from a niche designer toy to a fixture in global fashion retail, carried in boutiques and lifestyle stores from Harajuku to Paris. The Omotesando show is the one chance to see the full anniversary line in person before it disperses to direct-managed stores and selected retailers.
Practical Details
- Dates: 25-30 July 2026 (open every day during the run, no closing day)
- Time: 11:00-20:00, last admission 30 minutes before close
- Venue: Omotesando Hills Main Building B3F, Space O, 4-12-10 Jingumae, Shibuya-ku, Tokyo
- Nearest stations: Omotesando Station (Tokyo Metro Ginza/Chiyoda/Hanzomon) Exit A4, 2 min walk; Meiji-jingumae Station (Chiyoda/Fukutoshin) Exit 5, 3 min walk; JR Harajuku Station, approx. 10 min walk
- Admission: Free entry; goods priced per item (anniversary BE@RBRICK figures typically 100% around 2,200 yen, 400% 7,000-15,000 yen range, 1000% significantly higher). One item per person per transaction. Lottery items require application 25 Jul-10 Aug
- Payment: Credit card (Visa/Mastercard/Amex), PayPal, PayPay, Apple Pay, Google Pay. No cash, no Hills Card points, no parking discount, no shopping coupons
- Delivery: Japan addresses only; select 1000% figures and MAT eligible for delivery, take-out stock limited daily
- Contact: Medicom Toy User Support, 03-3460-7555, weekdays 11:00-18:00
- Official event page: MEDICOM TOY OFFICIAL STORE
- Commemorative items list: Medicom Toy 30th exhibition information
- Venue page: Omotesando Hills event listing
