Lotte Mart Toys R Us announced on the 26th that they have launched their first toy product, "Hatch CIAAT," in collaboration with the Seoul City and CIAAT.
According to Lotte Mart, Hatch CIAAT is the Hatch merchandise presented on the 22nd, featuring the official mascot of Seoul, Hatch, and Soul Friends traveling to various landmarks in the city. The first person to collect all 10 Soul Stones existing in each travel destination wins.
Hatch CIAAT can be purchased at three locations: Zeta Plex Jamsil, Seoul Station, and Gimpo Airport. Since November of the previous year, Lotte Mart Toys R Us has been operating a Hatch character shop exclusively at these three locations. The Hatch character shop is the first private distribution channel selling Hatch & Soul Friends merchandise, which was previously only available at public merchandise shops like Seoul Tourism Plaza and Design Store.
Currently, the Hatch character shop offers a total of 33 items, including keychains, plush dolls, and stationery. It also features customer experience content, such as a photo zone themed around Seoul. Notably, a large monitor installed here showcases videos like "My Friend Hatch Song" and "Hatch Happy Smile Song," which have surpassed 1 million views on social media.
Kim Kyung-geun, Head of Team at Lotte Mart Toys R Us, said, "We developed this new product to introduce the charm of Hatch, the representative character of Seoul, to domestic customers and foreign travelers," adding, "We will also develop new merchandise that can introduce Hatch and Soul Friends characters beyond CIAAT."