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JR East has set an end date for the Suica Penguin in the role it has held for 25 years. A successor is announced on November 18, 2026 and takes over on April 1, 2027, which leaves the penguin as the face of Suica until March 31. Hobonichi opened its first flagship store inside the Marunouchi ticket gates at Tokyo Station on September 16, 2026 and marked it with a 14-item Suica Penguin collection, which it plans to sell until the end of March 2027 and may finish sooner. The collection is sold at that shop and through the Gransta Mall online shop, and nowhere else in the Hobonichi range.
The store opened on September 16, 2026. These two Instagram posts come from its first weeks.
Hobonichi (@hobonichitecho_official) introducing the Tokyo Station store and the collaboration
Fiza of Toronto Journal Club (@torontojournalclub) inside the shop on opening day
Hobonichi plans to sell this collection until the end of March 2027 and has said it may finish earlier. That is the window, and it is the same month JR East hands the Suica role to a new character. Nothing here is sold through the ordinary Hobonichi online store, so the two ways to get it are the Tokyo Station shop and the Gransta Mall online shop.
Two planner covers, four Weeks planners and eight pieces of stationery. The covers are the heart of it, and the stickers and the keychain are the way in if you do not keep a planner. This is the full announced collection, with no April-start spring edition to follow it.

Black, A6 original size
The penguin’s face printed large on black cloth. The bookmark charm is shaped like its feet, and the butterfly stopper that holds every Hobonichi Techo shut has been remade as the penguin’s flipper, so a pen through it stops the planner falling open in a bag. This is a cover on its own. The A6 book goes inside it.

Beige, A5 Cousin size
The larger Cousin-size cover in beige, with the penguin printed big on the front and walking across the back. More of them turn up on the inside. Two bookmark charms rather than one, the penguin’s face and a baby penguin’s. Also a cover only, sized for the A5 Cousin.

Brick red, Japanese and English editions, both 3,190 yen
A complete planner rather than a cover. The penguin poses in front of the Marunouchi station building on a matte brick-red board, with the illustration alone printed glossy so it stands off the surface. There are more penguins on the back cover and down the spine. The Japanese and English editions cost the same.

Mint green necktie fabric, Japanese 3,520 yen and English 3,630 yen
The other Weeks, bound in mint green necktie fabric. The penguin walks across it, stops to pose, sits down for a rest, and now and then appears alongside a baby penguin. The English edition costs a little more than the Japanese one.

Keyring charm
A Hobonichi Techo shrunk to roughly a tenth of full size and hung on a ring. Of everything here it is the piece that reads most clearly as a Hobonichi object rather than as a souvenir with a penguin on it.

Sticky note pad
Penguin sticky notes, and the cheapest thing in the collection after the two sticker sheets. They go into a planner you already own, which makes them easy to bring home for someone who does not want a whole new Techo.

Sticker sheet
A sheet of the walking penguin, and at 550 yen the least expensive item in the collection. Stickers ask nothing of you beyond the page you put them on.

Raised sticker sheet
The same idea with a puffed, raised finish, so the penguins sit proud of the page rather than flat against it.

Small, drawer style
A small pouch in Hobonichi’s drawer style, carrying the tokotoko penguin design, for the pens and oddments that travel with a planner. The more expensive of the two drawer pouches.

Flat pocket style
The flat pocket version in the same tokotoko design, and 1,650 yen less than the small drawer pouch above. The one to take if it has to slide in beside a planner rather than sit next to it.

Full size
The stappo is Hobonichi’s standing case, meant to sit upright on a desk and hold what you are working with rather than lie flat in a bag. This is the full-size one in the tokotoko design.

Mini
The smaller stappo in the same tokotoko design, at a little over half the price of the full-size one.
Product photographs quoted from the press release by Hobonichi Co., Ltd., 「「Suicaのペンギン」のほぼ日手帳が9月16日(水)よりグランスタ限定販売!」, PR TIMES: https://prtimes.jp/main/html/rd/p/000000514.000043019.html ©Chiharu Sakazaki/JR東日本/DENTSU
The shop is on B1 of Gransta Tokyo, inside the Marunouchi underground JR ticket gates. You cannot walk in from the street, and arriving on the Tokyo Metro Marunouchi Line does not put you inside them. Passing the gates needs a valid ticket, an IC card you tap in with, or a platform admission ticket from a machine. Owning an IC card is not the same as being through. If you are arriving by JR anyway, shop before you leave the paid area.
As of September 28, 2026 the Gransta fair listing showed the mini keychain, the Tokyo Weeks planners and the Tokotoko sticker sheet sold out for the fair, with further production planned during 2026. That is a dated snapshot rather than a shelf count, and it does not apply to the rest of the collection. Check the store’s own page on the day at 1101.com.
Gransta Mall, the online shop, is taking preorders until October 31, 2026. Ordering on an individual item closes once its production run is committed, so what is available moves during the window. Shipping is within Japan only. A hotel address is not ruled out, but preorder dispatch dates shift and a parcel that lands after you check out is no use, so this is not a dependable route on a short trip.
Admission was controlled during the opening period, and Hobonichi reserved the option to keep that running while the shop stays busy. Check the store’s notices before you travel.
Prices include tax and come from Hobonichi’s own announcement. The collection is 12 designs and 14 items, because the Tokyo and Tokotoko Weeks planners each come in a Japanese and an English edition. In store, purchases are limited to one of each item per person, and items cannot be reserved or held in advance.
ほぼ日手帳ストア東京駅店
ほぼ日手帳ストア東京駅店
Hobonichi’s first flagship store opened on September 16, 2026 on the B1 floor of Gransta Tokyo, inside the Marunouchi underground JR ticket gates. Almost the whole Techo line is out on the tables to handle, which is the reason to go if you have ever tried to choose a planner size from a photograph, and staff will talk you through the formats. The Suica Penguin collection sits alongside it. Gransta Tokyo B1F, JR Tokyo Station, 1-9-1 Marunouchi, Chiyoda. Open 10:00 to 21:00 on the Gransta schedule.
JR East retires the Suica Penguin from its role as the face of Suica on March 31, 2027, after 25 years. A successor is due to be announced on November 18, 2026 and takes over on April 1. That is a change of mascot rather than the end of the character. Hobonichi plans to sell this collection until the end of March 2027 and may finish earlier.
In the same building, Gransta runs the Suica Penguin Fair FINAL from September 23 to October 21, 2026 across 16 shops, this one among them. Spending 2,000 yen or more including tax in a single transaction, paid with eligible transit electronic money, gets you one penguin ballpoint pen in black or white, chosen at random, for as long as that shop’s stock lasts. Receipts cannot be combined, and the purchase does not have to include penguin merchandise.
The other half of this story is Pensta in Shinjuku, JR East’s own Suica Penguin shop, which sells a completely different range and sits outside the ticket gates.
The Suica Penguin stops being the face of Suica on March 31, 2027, and a successor takes over the next day. Pensta is JR East’s own shop for the character, on the B1 floor of Lumine Est at Shinjuku Station and outside the ticket gates, with designs made for that branch alone. What happens to the shop after the handover has not been announced.
The ADIDAS | POKÉMON collection went on sale in Japan on September 15, 2026. Here is what is in it, what it costs, and the twelve Tokyo adidas stores listed for the release, including the flagship with Pokémon photo spots through October 7.
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