Anyone who enjoys a select shop knows how a jacket or backpack can bring a look together. BEAMS BOY takes that pleasure down to Licca scale for BEAMS’ 50th anniversary. Reservations began October 16, ahead of a November 6 Japanese launch at ¥19,800 including tax. Blazers, stripes and denim form a small wardrobe to rearrange, giving familiar American casualwear another collectible expression.
Shrinking the classics, not merely adding a logo
The project centres on BEAMS BOY’s enduring American-casual preferences, with miniature items created through cooperation with SIERRA DESIGNS, GREGORY, orSlow and Clarks Originals. BEAMS BOY staples include a blazer, football T-shirt, striped Basque shirt, BOY-logo cap, silver-tone ball necklace and earrings. Bags and shoes contribute as much as clothing, keeping the shop’s character recognisable at a smaller scale.
Official photographs show a bob-haired doll in denim, styled with either a dark blazer and backpack or a bright yellow hooded coat. Different combinations change the same character’s mood. For people who treat dressing as a hobby, it moves a daily wardrobe decision onto a tabletop: choose a central piece, then connect colours, bags and footwear.
Official doll styling with a dark blazer, denim and red-purple backpack.A yellow hooded coat over denim overalls, with a miniature BEAMS BOY shopping bag.
The doll set and capsule collection offer separate routes
Alongside the ¥19,800 doll set, Takara Tomy Arts offers the BEAMS BOY miniature collection–Licca collaboration as separate capsule toys at ¥400 per turn including tax, in five types. BEAMS says the accessories can actually be worn by Licca. Campaign imagery places doll, set clothing and capsule pieces together; compare the boxed arrangement and capsule combinations separately when planning a collection.
Flat-lay and packaging illustration showing the doll set’s clothing and accessory arrangement.Separate capsule collection offers five combinations of miniature hats, shoes, bags and jewellery; these are not all boxed-doll inclusions.
A nationwide Japanese capsule launch is planned for December, with advance sales November 6 at BEAMS BOY Harajuku, BEAMS NEWS and BEAMS STREET Umeda. Miniature caps, shoes, bags and jewellery invite close inspection of familiar designs. They also provide another way to add outfits to a doll already in a collection.
A Harajuku gathering on November 6
BEAMS BOY Harajuku hosts its launch event November 6 from 7–9pm, temporarily closing from 6–7pm for preparation. Plans include a photo spot recreating the doll’s packaging and food from TOKYO SANDWICH CLUB. Visitors can receive a limited postcard, while eligible purchases receive first-come tote and sticker gifts. Tote distribution starts when participating stores open that day and ends when supplies run out.
Orange tote and doll-shaped sticker illustrations for the launch activity.
The three advance-sale shops also offer the announced tote promotion; other locations follow their product arrangements. The doll’s November 6 channels include Japanese BEAMS BOY stockists, the official online store, BEAMS NEWS and BEAMS JAPAN. If you enjoy both an American-casual wardrobe and objects on your desk, start with the piece you would most like Licca to wear, and carry the styling pleasure into another scale.
