Spotting the intersection of photography, toy and travel among social media users, Canon partnered with the beloved Rilakkuma to bring the Japanese photography trend Nui-dori (ぬい撮り) to life. Rooted in kawaii culture, Nui-dori encourages people to photograph plush toys as if they are living characters on everyday adventures—turning ordinary surroundings into playful storyworlds through the magic of perspective.
Canon saw the perfect opportunity to merge this expressive trend with the accessible, high-quality imaging experience of the Canon EOS M10. The result was a special-edition EOS M10 box set, bundled with an exclusive Rilakkuma plush toy designed to be the ideal Nui-dori travel companion.
The campaign invited users to bring Rilakkuma into their daily journeys—cafés, parks, cities, and unexpected corners of life—and capture their own whimsical scenes using the hashtag #ToyTravel. By framing the EOS M10 as the tool that helps transform small moments into charming visual stories, Canon positioned the camera as both beginner-friendly and creativity-boosting.
Toytravel (Nui-dori) is the art of toy photography where toys imitate life; social photographers inject creativity and fun into their everyday adventures with a chosen toy or figurine – from a figurine in a bowl of cereal, to a stuffed toy strapped in an airline seat, the possibilities are hilarious and endless.
To inspire creativity among social media users, Canon teamed up with the well-loved Rilakkuma to spark a #Toytravel trend through the launch of a special edition EOS M10 box set, bundled with a limited edition Rilakkuma plush toy.
