Located in the old MTV TRL venue, right on Times Square; this place is big, bright and full of goodies. We came here during the BB concert week and got ourselves more Zo&Friends goodies. Price on point and very well stocked. They also have a lot of BT21 merch. We also ended up taking a lot of pic from their photobooths in store and making awesome photocards. Definitely a must visit if you're a fan of cute stuff and collectors of sorts. read more

Went there during BTS Arirang The City week in conjunction with their concerts at Metlife. My friends went to shop for BT21 merch. They brought the signed figures out which was nice. They had ALOT of merch. They didn't have many clothing items which was a let down. Easy to navigate the store, wasn't over crowded. I left with a few items for a birthday present and I got myself a tumbler. They had a special total was discounted if you bought a certain amount. read more

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Line Friends is a brand of characters originating as a sticker pack from the popular messaging app, LINE. Located in Times Square, this Line Friends location is chock full of cute Line Friends themed merch, as well as a ton of great photo ops with different giant-sized Line Friends characters. The most prominent of which is the 11.5' tall mega brown bear located right at the front entrance. Prices are definitely expensive, but you come here more for the pictures and a few souvenirs than to actually stock up on merchandise. We took several cute photos here, bought a few trinkets, and then quickly left before we could do too much damage to our wallets. read more

Line Friends - Toy Stores Near Me - New York, New York

LINE FRIENDS opened their first USA store in Times Square on Broadway in New York in July of 2017. I've always tried to stop at LINE FRIENDS whenever I am in the area. Previous years, there was a HUGE teddy bear that goes by the name of Brown who welcomed you in, but he has since been removed. I use LINE, the messaging app, with my friends. Some of the lovable LINE characters are Brown, Cony, Sally, and newer characters like Leonard (Sally's new frog buddy) and Pangyo (a panda). LINE FRIENDS is the official US store for LINE FRIENDS, BT21, TRUZ, and NewJeans merchandise like stuffed dolls, phone cases, housewares, clothing and other cute items. There is also a photo booth in the back of the store. I always like checking out the store to see what new items they have and the clearance items. A few months ago, LINE FRIENDS introduced a new LINE FRIENDS 'I Love NY' collection which makes great souvenirs. The collection included stylish tote bags, lovely keyrings, tumblers, etc. I bought a cute I love NY tote bag with Brown on it. There are definitely more BT21 items compared to LINE FRIENDS, but if you are in the area, definitely stop by LINE FRIENDS. read more

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While in Times Square we were looking around for places to check out. The crowds were massive and the store looked like a spot to go in and get away from people for a moment. Not a store we had ever heard of before which piqued our interest as well. My wife was interested due to the characters that appeared to be the mascots for the store. Inside they had a large variety of stuffed animals, besides that they also had pens, stationary, keychains and every accessory you could think of in the form of these characters. My wife thought many of items were cute but not anything worth buying. Prices were inflated due to the nature of being located in Times Square. Besides the things you purchased they also had some plaques or something that seemed as though some famous K-Pop stars did hand imprints or something you could take pictures of and/or touch. Not really something I cared about but for those interested it's there. It at least gave us an escape from the crowds for a brief moment. This may be a bigger deal of a store to you but I recommend browsing if nothing else. read more

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Shopping in New York City, New York... I didn't think I'd be so close to the Line Friends Store at Times Square... I did go to the one in Hollywood, Los Angeles, California... I HAD TO go to the one in The Big Apple! When I searched for it on Yelp, our theater was within walking distance to see Cony, Brown, BT21, etc. - so, we had to visit! I used the directions on the Yelp app and found the Line Friends Store!!! I was so happy!!! Besides looking at all of the current merchandise, I found my way into the back where the Clearance Room was... yay! I made my purchase to $50 before tax to get a freebie! Yippee! It was a dream come true! Thank you for the great service and patience to help me get the freebie! read more

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terrible experience...we rarely get a chance to go to Times Square, but on the one night we get to go, we tried rushing to Line store before they closed. so we arrived at 9:49pm hoping to just get a glimpse, but they had a bouncer there telling it was closed. maybe might've been ok if he had been nice about it, but when i pointed to the sign on the door saying that the store didn't close until 10pm, he barked/yelled at us. will never have anything to do with Line again. read more

I am hesitant paying such a high price for plushies and other accessories but I am very disappointed by the quality of the material used to secure the accessories. For instance, NJ blue tag back came off same day. The bag accessory came off too like it ripped and now I'm using a key chain to hold it. Be try cheap material was used to secure them. read more

Line Friends - New jeans - Toy Stores Near Me - New York, New York

I would not recommend buying anything from this store at all , items have small warnings which are barely visible on their packaging which states they have chemicals known to cause cancer and reproductive issues such as birth defects . i have entered this store many times buying things only to later notice this ! please be careful and get rid of anything you may have bought from this store ! read more

What a cute venue!l we were able to buy some cute pouches The selection of merchandise products is pretty good. The staff is helpful and nice. Definitely a fun stop in Time Square. read more

Stopped real quick at the store to check out what's inside. Products was pretty cute and they were a few selections like pillows accessories some school things like pens, paper keychains, but I would say they are on the pricey scale around the corner to the right there was an area that has a lot of sale, but most of them were already sold. The area wasn't really that big. It was just enough for all the products that they have. I might stop by another time if given the chance. read more

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Cute store to pass by if you've extra time to spare. The ratio of BT21 merchandise to Line Friends merchandise is about 70% vs 30%. Used to be mostly Line Friends branded stuff until BT21 came along. If you're a fan of either brand, then it's definitely a must to shop for the merchandise. Fast and friendly service from staff. They accept both cash and credit/debit card as forms of payment. Definitely make sure to double check the prices/discounts in store vs. online first because the discounts online might not always apply to the in store prices. Don't say I didn't warn you, but the price range of the merch is more on the hefty side. For example, a small BT21 plushie is between $18-25 so I quickly put it back down on the shelf. Lots of cute photo opportunities all around the store especially the trademark giant Line Friends bear (Brown) in the front to attract tourists and visitors to go inside. I stop by the gift shop once in a while because sometimes there's a huge sale on some of the stuff they've in store. There's a physical photo booth in the back where you can take pics and print them out to take home. You can also see the signatures of BTS members on the BT21 mascots. Overall, it's a fun store if you need to kill some time. read more

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Too cute!! Lots of picture opportunities and the staff are friendly. The store is a bit compact and in a REALLY BUSY area smacked in the middle of Times Square. Unfortunately they were sold out of all their NYC themed merch... The employees mentioned that it was even sold out online too! This store doesn't have the same prices as their website, so I would cross check to make sure you're getting the best deal. There were some items 50% off online, but full price in store. read more

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The service was ok, and the merchandise was fairly high quality. There was a good bit of variety in the options.

I'm not part of the BTS army (just a casual listener.....don't hurt me :x ) but my friend is and right-off-the-bat pushed this store to being added into our NYC trip itinerary lol. Most of the current Line Friends merch here revolve around characters designed by the members of BTS. Pretty adorable stuff not gonna lie. Pricing isn't overly exorbitant and there are even some items with steep discounts (with the prices remaining regular online). Overall pretty shop in Times Square with all of its colorful knick-knacks and it's worth checking out even just for window shopping. read more

Line Friends - Toy Stores Near Me - New York, New York

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I accompanied a friend to this store location as she was looking for a book about her daughter favorite boy band BTS. Only now that I know that this retail store is selling exclusive merchandise about the band. The store is full of cute accessories from keychains to pillows. There are so many avid fans in the store usually teens who are willing to pay for a surprisingly expensive tag price for an item. Is it worth buying each piece? If you are a fan, each is a collection ! Location is right in the heart of Times Square. Expect to be a super busy store! read more

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So many items to look at and lots of BTS music playing in the background when you shop! There are plenty of photo opportunities here for any BT21 / BTS fans! Just remember to read the signs and "not touch" the characters. The gifts and accessories themselves are very pricey, though there were some things on sell, I did walk out empty handed because I mostly came for the photos! Centrally locally in Time Square, this spot can get quite busy! Just make sure you don't ask security to take your pic, they aren't the happiest. read more

Line Friends - Toy Stores Near Me - New York, New York

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Personally, Times Square was my least favorite part of visiting NYC, BUT the Line Store was a highlight of the trip. The prices were expectedly ridiculous and I didn't buy anything, but the selection was so fun to look through. (Although, for such a huge store in the middle of Times Square, how did the majority of the phone items only come available for iPhones??? Anyway.) There was a noticeable presence of security, but they weren't overbearing. The signed BTS things and BTS room were so exciting ;-; I was so sad that several things were off limits/undergoing construction, such as the photo booth. I wanted a photo strip so bad!! You won't catch me in Times Square again any time soon if ever, but I would definitely try my best to stop here again if I do. I need a BT21 photo strip desperately. read more

Line Friends - Brown! - Toy Stores Near Me - New York, New York

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The vibe is so lively and lovely because of the KPop music and all cutest squishes. The store always is congested with crowd. The items are overpriced. The quality of these items are pretty high which is a plus! read more

Line Friends - Inside store area - Toy Stores Near Me - New York, New York

I love this store!! It's super cute. The big brown welcome us in front of the store and on the second floor they have BTS characters. They have a lot of selection on BTS and friends characters merchandise. It's a great experience in the heart of time square. read more

Line Friends - Toy Stores Near Me - New York, New York

One of our favorite toy stores in time square . Great size, and location. Friendly customer service. Located right in Time Square Very convenient. Love the seasonal new characters Price range from $$ - $$$. But if you are a big fan of Line friends , then it's worthwhile it. read more

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They don't have as many Line friends characters merchandise as before. They do have eye sleepy mask, but not in Line characters. Still 5 stars, because everything is absolutely adorable here! read more

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The location is right in the heart of Times Square and is a decently sized store, lots of room for merchandise. They also have smaller photo areas to take pictures in and even a signed statue that the BTS members signed, which is another great photo opportunity. The store had a great selection of gifts, however most of the store was focused on BT21 merchandise with little variety of the original LINE friends. They had a lot of bags, shirts, stuffed animals, and home goods such as a toaster or waffle maker. During my visit, they were also having a NewJeans Pop-up, which had a great variety of goods ranging from shirts, stationery, and stuffed animals you can dress up. Customer service was friendly and helped point us in the right direction when we needed to find things. Overall, I bumped it down one star because of the prices and little variety with original LINE Friends characters. The prices are a bit on the higher side, with us putting many items away because we wanted it but could not justify the price. We did end up buying a small phone charm, but that was around $16 USD, even though it was a smaller item. Some of the bigger items ranged from $30 - $50 USD. read more

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Cutest store ever. They have a lot of things in this theme and all of it is high quality. I always visit this place when I go to New York City. I wish they had other locations as well. Must visit for the people who love everything cute. Plus the big bear display in the front is so cute!! Highly recommend going to this place even if it's just to browse through. I hear they are touring the USA, please come to seattle next!!! read more

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If you don't live in Korea or Japan, you only have two options for buying LINE Friends merch in person in the US: LA or NYC. During my visits to New York in the past few years, it's a no brainer to make a stop to check out the merch as you sightsee Times Square (unless there's a BTS event in town, then there's probably a line to get in). The store also carries BT21 items exclusive to NYC (such as NYC branded postcards, keychains, bandanas, etc), but not always. YMMV depending on the season and what's available. The store is 85% BT21 items (the characters created by BTS) and 15% Brown and Friends merch. Even if you don't find anything, it's fun to see what's around and to take pictures of the giant BT21 characters (towards the back of the store) and of the giant Mr. Brown in the front. And of course, the store will be playing a BTS playlist, which sometimes keeps you in the store longer if you want to hear what's coming up next on the playlist. Some days you might catch the store running a promotion or sale and make off with some great products at a great price and other times, everything is full price or low in inventory. Sign up for the LINE store email list before making a visit to see what things are on sale or if they're running a percentage off sale (I've seen them have a discount if you have a student ID for some promos). read more

Visiting the Line Store was also on my priority list, as I love the BT21 characters (especially TATA!)! They have various accessories, stationery, clothing, home decor, collectible plushes, limited edition items, and even photo ops throughout the store. It was easy to navigate throughout the space, and I can see why fans would stop by to pick up some souvenirs or to give as gifts. We didn't really find any of the employees helpful, as they weren't that visible and wiling to assist. I recommend in purchasing items through their site, as it's super convenient and you can even score some discounts. +unhelpful staff +photo ops read more

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This store was right in the middle of Times Square and as such, was crushed by tourists. I could barely move in the store and the staff was so busy directing traffic, they weren't really available to answer questions or help. The prices were astronomical but I guess such a prime commercial location comes with monstrous overhead that has to be covered. It was fun to browse for about five minutes then it became just too much. I wouldn't choose to go inside again. I don't show to be feel stressed. Quite the opposite actually. read more

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I have been to this Line store many times since it's opening around 4 years ago. Located at the heart of Times Square touristy spot, this store brings me joy and happiness every time I visit them. The store is bright colorful and inquisitive. The store has dolls, stationery, accessories, clothes based on characters from the Line app. I have bought many items during my visits. Unlike other merchandise stores, their products are good quality, don't feel like rip offs. The store has a big brown doll, they decorate in different way for each occasion/festival of the year. Its the most popular spot in the store for tourists. read more

Line Friends - Toy Stores Near Me - New York, New York

I've been to this store a few times, and it's always so cute! Whether or not there's a line for the big Brown setup in the front seems random. Sometimes there's a long line (lots of tourists), sometimes there's no line at all. And I have only been to this store on weekends. If you're a fan of LINE, this is a must-see! They have tons of merch including clothing, home goods, accessories, plushies, collaborations, and more. They allow photos inside the store as well, and they're also cosplay friendly. As you can see in the photos attached, my friend and I went to the shop in Banana Fish cosplay. It was really fun and some people even recognized our cosplays! Staff are always friendly and helpful. read more

Cute store if you're a fan of the Line Friends. They have all kinds of gifts that ranged from stuffed animals to clothing to school supplies, etc. read more

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Location was fabulous. Service was great. They could improve by having a wider selection of current K-Pop items to choose from. BTS items were mostly BTS21 and even those were older merch. read more

I have friends who are huge bt21 fans and just love cute things, so I knew I had to check this store out. It's also in a prime location (which does draw lots of customers), so I had no difficulty finding the store. From hoodies and plushies, to folding keyboards, lamps, and car fragrance accessories, this store has so much! Even though it was busy when I went, there were many cashier staff members, so the check out line went by quickly. They had a few sales including a 50% off sale on bt21 microphones, so I got my friends some! I don't know how they work because they haven't tried the products yet. Overall this is a very cute and colorful store and would be nice to check out even if you're not familiar with bt21 and other characters! read more

Line Friends - Toy Stores Near Me - New York, New York

I love how cute the displays are, and the many Line Friends characters everywhere. There was also a BT21 collection created with BTS, so additional characters were on display for that. read more

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Strange store in the middle of Time Square. One of the stores that we like to see when we are in NYC. Other stores that we like to like visit are M&M, Hershey's, and Disney stores there when are in the Time Square area and have Lunch at Bubba Gump Shrimp Co. this store Line Friends is based on Japanese comics like Pokemon. I see many come here and take a bunch of pictures and leaves. I am not sure anyone actually buys anything there. I would recommend anyone in Time Square should stop by there. They have a huge larger-than-person-size stuff bear that you can take a picture next to. Very cool. read more

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Armyyyyyyyyyy! I of course had to stop into Line Friends several times during my trip to the Big Apple. They have a perfect location on a corner in Time Square and the store is huge. I was super excited to see what they had in store and the decor. I was a b if disappointed to find out that they did not have BTS' handprints at this location, but they do have large figures of each BT21 character. However, Shooky was note-ably missing. :( I walked thought out the store several times and found lots to purchase. Hehe, I walked out with a huge bag of merch and it was all worth it. The employees were all friendly and helpful when I had questions. A staple stop for all army visiting! read more

I was really excited to come here and it didn't disappoint!! Super cute merchandise (mainly for BT21, though there is a small selection for the OG line friends and for Bob the minion) I loved all the larger than life and life sized statues of the characters, the line bear lamp wall, and huge bear in the front. They also have a lot of products on sale which made the prices much more reasonable. There were a ton of super cute plushies, but they by far were the most expensive of all their offerings ($16 for a plush keychain, $50 for a medium/large-ish plushy) Super cute could've spent hours there read more

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I Love BT21 especially RJ because I love alpacas in general. Yes, crazy meeeee!! I've actually never been to the Hollywood store since I tend to avoid Hollywood area in general due to LA traffic. But being in NYC Time Square we had to make a pit stop here for all the photo ops! This is a super cute souvenir store and even better if you love BT21, BTS or LINE friends. There was a poster with the Line Kuma bear eating a sandwich " Eat & Eat". Being a Yelp foodie, I would had buy anything with that logo but alas it was a just a poster decor. What a tease!! They really shouldn't trick customers like that! There wasn't any RJ merch that I had to have, but I had fun taking lots of pictures here. read more

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It's a bit of a tourist trap, but what store in Times Square isn't one? It's so cute to see the Line Friends store here in New York and bringing the love from Korea. The biggest draw of the store is that there's a GIANT plush of Brown the Bear at the front of the store. Depending on the season, he'll be wearing a different accessory. He wore sunglasses during the summer during my first visit, and when I came back in February, he had little blush appliques on his cheek, along with a giant acrylic stand of Cony the rabbit standing on a ladder with hearts. So cute! There's usually a line to take pictures with Brown. Upon my second visit, my boyfriend and I were wondering how often Brown gets cleaned, given that he poses with tourists all day every day. The merch is nice, but even though I use LINE, I'm not super familiar with the LINE characters. I just come here to get a touristy pic with Brown. read more

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This place is so cute!! If you don't know about Line Friends or BTS, this place is still nice to check out because of all the cuteness :D it's located right by Times Square and they have the adorable huge bear at the entrance. There are a lot of opportunities to take pictures and everything there seems reasonably priced too! read more

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My daughters love shopping here when in NYC , but I guess the global supply shortage is causing low inventory and not as much selections as prior to the pandemic. There aren't any Brown and friends stuffed animals but they do carry a lot of BT21 merchandise which was my daughter's primary purpose during this trip. We were able to buy the BT21 Baby Hug Me cushions- it's sold out online. read more

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