Matsukiyo Cocokara & Company began selling plush-toy detergent under its private-label brand “matsukiyo” on 13 October, in limited quantities at stores nationwide and its online store.
“matsukiyo Plush-Toy Detergent” is a hand-washing detergent developed in response to the “nuifuro” trend of bathing plush toys that has gained attention on social media. Sales began on 13 October, with limited quantities available at Matsumoto Kiyoshi Group and Cocokara Fine Group stores and the company's online store.
The formula is centered on naturally derived ingredients and contains protective ingredients such as olive squalane and trehalose. It is uncolored and has a natural lavender oil fragrance, with a formulation designed for gentle hand washing.
The product is designed to let users wash plush toys while treating them carefully, positioning it as a product for enjoying the care of plush toys associated with “oshi-katsu,” or supporting one's favorite characters. The official release includes an attached image and PDF as related materials.
The company overview states that Matsukiyo Cocokara & Company's store network comprises more than 3,600 stores in Japan and 105 stores overseas, mainly in Asia, as of the end of June 2026.