New Japanese toy: Endless chocolate bar breaker

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Do you like the feeling you get when you break a chocolate bar in half? Do you want to experience that feeling over and over for some reason? Then you’re in the target group for a new Japanese toy called Mugen Chokoreeto [JP], which (kind of) translates back to “Endless Chocolate Bar”. It’s the brainchild of major Japanese toymaker Bandai.

It’s essentially a mini toy made of plastic that looks like a small chocolate bar and that you can “break” into two parts repeatedly. You can choose between three “flavors”: milk chocolate, high-milk chocolate and white chocolate. The “bars” have a case, too, and weigh 22g. The Meiji branding you see on the picture above is actually the result of a licensing deal Bandai made with a real Japanese confectionery company called Meiji Seika.

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Bandai plans to start selling the Endless Chocolate Bar in Japan on January 30. The official target group are men in their 20s. The bars will cost $7 each and are the newest addition to the Mugen series Bandai started a while ago.

The Mugen Pop Pop, for example, made it to America. But if you don’t want to take a chance, I suggest you contact import/export specialists Rinkya or the Japan Trend Shop in case you’re interested but live outside Japan.

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