A traditional house standing in a nature-rich area of Soja City. Inside, there is a special space filled with the joyful voices and smiles of children and their parents.
Opened in April 2024, Asobito Toy Research Institute Atoato is a play area where children can play with toys carefully selected by the director to foster creativity.
We interviewed about the thoughts behind its establishment.
A Gathering Place Born from Thoughts for Children
Atoato is a learning and play facility established by the director, who is a mother of two, known by the nickname "Rupin" within the facility.
Rupin commuted from Soja City to Okayama City as a public servant, and her children spent their days at daycare from morning until evening. During her commute, she began to feel the desire to spend more time with her children.
Additionally, she decided to open the facility with the thought that "there are few children of the same age around my home, and it would be nice to gather together for child-rearing."
By resigning from the city hall where she worked and starting her own business, she increased the time spent with her children, and it seems that the children sometimes play with friends and other users at Atoato.
What You Can Do at "Atoato"
From such thoughts, Atoato offers the following services.
- Play Area Atoato
- Cafe Menu with a Focus on Health
- Toy Rental and Sales
- Learning Space for Adults and Children "Ato College"
Many users learned about Atoato through its main information dissemination tool, Instagram, and it seems that about 70% come from Okayama City and Kurashiki City.
The age range of users is broad, from 0 years old to preschoolers, with mainly children aged 0 to 2 years during weekdays. On weekends, kindergarten and daycare children also join, creating a lively atmosphere.
Play Area Atoato
The biggest feature of Atoato is that it has carefully selected wooden toys from overseas.
It offers toys that have obtained the "Spiel Gut" certification mark from Germany, as well as toys that meet the Spiel Gut standards.
With toys that allow children to create their own play while using their imagination, there are likely to be new discoveries and learning opportunities every time they visit.
The director's recommended toy is the "7Moons," a doll-shaped toy from Grapat (Spain).
The head part can be removed, allowing for play such as grasping and inserting.
As children grow older, they can pretend it is a cup for play cooking, use it as an instrument or building block, and even play with it like bowling, making it a versatile toy that can be used in various ways as they develop.
Cafe Menu with a Focus on Health
A cafe menu is also available, and there is an environment where you can enjoy the cafe menu outdoors.
The snack set is selected based on the criteria of "enjoying the taste of the ingredients themselves and being nutritious," making it a body-friendly snack set.
The snack set includes shiitake chips, gluten-free cookies made from rice bran, and bonito chips that even children who dislike fish can eat, all prepared with health in mind.
It was mentioned that "even children who dislike shiitake mushrooms will happily eat shiitake chips."
Toy Rental and Sales
At Atoato, not only is a play area provided, but toy rentals are also available.
This service is perfect for those who want to try out a toy or want to use a toy that is popular on social media.
You can choose your favorite toy from those available in the facility and rent it on a weekly basis.
Additionally, popular toys such as "Grapat" and "Bauspiel" are available for purchase. You can choose them in person, and orders can also be placed for those living far away.
If you purchase at Atoato, you can take it home on the same day and start playing with the toy immediately.
Learning Space for Adults and Children "Ato College"
"Ato College," which started in response to requests from users, is a place where parents with specialized skills share their knowledge as instructors.
Various programs are offered, including English cafe, postnatal body make, children's play environment lectures, and picture book reading sessions.
For parent-oriented courses, childcare services are also provided, creating an environment where adults can relax and spend time together after a long time.
We spoke with director Rupin about Atoato, which focuses not only on play but also on learning.
Data on Asobito Toy Research Institute Atoato
| Name | Asobito Toy Research Institute Atoato |
|---|---|
| Location | 2145 Yamada, Soja City |
| Contact | 090-1273-6150 |
| Parking | Available First parking lot: 4 cars Second parking lot: 4-5 cars |
| Opening Hours | Weekdays: 9:30 AM - 12:00 PM Saturday, Sunday, Holidays: 9:00 AM - 12:00 PM, 1:00 PM - 4:00 PM |
| Closed Days | Thursdays, irregular holidays Detailed business days can be checked on Instagram. |
| Admission Fee (tax included) | 1,000 yen per group (includes 1 drink) |
| Payment Methods |
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| Reservation | Available Reservation required |
| Smoking | Completely non-smoking |
| Toilet | Western-style toilet |
| Childcare | Nursing room, diaper changing sheet Diapers, changing table, and nursing room available |
| Website | Asobito Toy Research Institute Atoato |
