BEAMS HEART builds a Brawl Stars capsule collection around the mobile game's first Japan tournament
BEAMS HEART, a lifestyle label under Japanese select-shop operator Beams, is launching its first Brawl Stars collaboration on November 13 at ten of its own mall stores and online, timed to the mobile game's first world-championship event held in Japan -- a current, priced example of mobile-game IP driving merchandising on a Japanese select-shop floor.
Beams Co.'s lifestyle label BEAMS HEART is releasing its first collaboration collection with Supercell's mobile game Brawl Stars (ブロスタ) on November 13, selling across ten BEAMS HEART stores and the Beams online shop, which opens sales at 11:00 that day, the company said. The drop is timed to the Japan debut of the Brawl Stars World Championship 2026.