Chinese maternity and baby retail brand Kidswant opened its latest flagship store — Kidswant Ultra — at the Vanke Mall in Shanghai's Xuhui district on June 21.

Spanning 10 themed zones and home to 16 specialized sections — covering everything from trendy toys and anime collectibles to healthy snacks and family nutrition — the store is tailored to meet the comprehensive needs of families, from pregnancy through early childhood development.

One of its standout innovations is the industry's first-ever "guzi (goods) collection hall". It's a dedicated area displaying merchandise from over 50 popular anime and cartoon franchises, including Detective Conan and My Little Pony. The hall features a wide range of collectibles such as badges, art cards, blind boxes and figurines — catering not only to older children but also to the growing designer toy market among young adults.

The store also debuted the industry's first AI-powered smart toy zone, featuring cutting-edge products from leading tech companies. A major highlight was the launch of Kidswant's self-developed and AI-powered emotional companion dolls, which quickly sold out due to high demand.

In addition, more than 1,000 trendy and premium global products have been introduced, supporting over 600 products and services for every stage and situation of parenting.

Consultants specializing in parenting, child development and toy trends are on hand to provide expert guidance and to host engaging family activities.

Powered by its digital ecosystem — including the Kidswant app, parenting communities and tools like KidsGPT — Kidswant Ultra combines technology and human-centered services to deliver a neat retail experience that is rooted in warmth, imagination and innovation for Chinese families.

Address: Room B2-01b, Vanke Mall, No 9191 Humin Road, Xuhui district

Source: Shanghai Observer