Tokyo Ubaguruma Inc.

Tokyo Ubaguruma Inc. (株式会社東京乳母車), also referred to as Tokyo BABY-CAR Inc., is a small Japanese manufacturer and direct retailer of ubaguruma — the traditional, large-basket style of baby carriage that predates the modern folding stroller. The company was founded in 1994 by Takefumi Yokota, who serves as Representative Director and President, and is headquartered at 202 Sanno, Toride, Ibaraki, Japan. It operates with stated capital of ¥10 million and describes its business as the manufacture and sale of ubaguruma and baby goods. The brand's origin story is personal: the founders raised three children in ubaguruma even after folding strollers had become the mainstream choice, and the attention and warmth they experienced on the street convinced them to develop a more stylish and usable carriage. After roughly three years of prototyping, they launched their signature product, Pousse-Pousse (プスプス), and have continued to refine and sell it for more than 30 years, guided by customer feedback. Tokyo Ubaguruma positions the ubaguruma not as an outdated stroller but as a distinct category: a "small child's room" that works both outdoors and inside the home, with a large basket that can hold twins, toys and shopping, a fence for pull-up standing, and a detachable basket that can be carried up stairs or kept beside a parent during housework. The flagship Pousse-Pousse is offered as a semi-order product, letting customers choose the color of the frame, wheels and hood, with prices starting around ¥98,000–¥130,000 depending on the configuration. The company also runs a reuse program that refurbishes and resells carriages traded in by previous families, and a rental service operated in partnership with B&W TOKYO. A Disney-design carriage was produced to mark the brand's 25th anniversary. Sales are conducted largely through its own online shop, TOKYO UBAGURUMA ONLINE SHOP.

Tokyo Ubaguruma was born out of its founders' own parenting experience. According to the company's history page, they raised three children in ubaguruma at a time when folding strollers had already become the mainstream way to transport babies. The old-fashioned Showa-era carriage drew attention, and the founders admit they felt a little embarrassed at first — but pushing it through the streets, passers-by would smile, peek inside and strike up conversation. Their children, meanwhile, were free and content: sitting up to play, gazing around, lying down to sleep whenever they liked. Building on that happy experience, the founders set out to create a more stylish and easier-to-use ubaguruma. Development took about three years of repeated prototyping before the product was finally completed as their carriage, Pousse-Pousse (プスプス). The company was formally established in 1994 by Takefumi Yokota, who remains Representative Director and President, with stated capital of ¥10 million and headquarters in Toride, Ibaraki. Its business is the manufacture and sale of ubaguruma and baby goods. For more than 30 years since, the company has continued to make and sell ubaguruma, using customer feedback to keep proposing ways to improve modern child-rearing and the relationship between babies and their families. Over that period the product line expanded from the core carriage into a semi-order customization system — customers choose frame, wheel and hood colors and basket shapes — as well as a reuse program that takes in carriages from previous families, disassembles and cleans them, replaces worn parts and resells them affordably. A rental service, offered for periods from one month, is provided through a business partnership with B&W TOKYO. To mark the 25th anniversary of its founding, the company produced a Disney-design ubaguruma themed on Mickey Mouse & Friends. Sales are centered on its own online store, TOKYO UBAGURUMA ONLINE SHOP.

• 1994

  Company founded by Takefumi Yokota as Tokyo Ubaguruma Inc.

• After about three years of prototyping, the Pousse-Pousse ubaguruma is completed and launched.

• Disney-design ubaguruma themed on Mickey Mouse & Friends produced for the brand's 25th anniversary.

• Reuse program introduced, refurbishing and reselling carriages traded in by previous families.

• Rental service launched through a business partnership with B&W TOKYO.

A niche, craft-oriented maker of traditional Japanese ubaguruma positioned as a room-like carriage for baby and family, sold semi-custom and direct-to-consumer, with reuse and rental options.

• Pousse-Pousse STANDARD

  White-coordinated carriage series with gold (24k plating) or silver (chrome plating) wheels; basket bottom height 45 cm from floor; hood optional; from ¥108,000.

• Pousse-Pousse BLACK

  Black variant of the semi-custom carriage; from ¥130,000.

• Pousse-Pousse CANDY

  Candy-colored variant of the semi-custom carriage; from ¥98,000.

• Reuse (refurbished) ubaguruma

  Carriages traded in by previous families, disassembled, cleaned, fitted with replacement parts and offered at reasonable prices.

• Rental ubaguruma

  Rental of standard products for periods from one month, provided via partner B&W TOKYO.

• Disney-design ubaguruma

  Mickey Mouse & Friends themed carriage produced for the brand's 25th anniversary.

1. 1Tokyo Ubaguruma Online Shop – homepagebabycar.co.jp
2. 2ヒストリー – TOKYO UBAGURUMA ONLINE SHOPbabycar.co.jp
3. 3会社概要 – TOKYO UBAGURUMA ONLINE SHOPbabycar.co.jp
4. 4-Pousse-Pousse STANDARD-／プスプス スタンダードbabycar.co.jp
5. 5Tokyo BABY-CAR Inc. (Japan) – Wikidatawikidata.org