In order to take over her grandmother's Dagashi store, art student Kumi Honamanuma moved to Kyoto. She met Harami Mino, K Kusanagi, Mai Haisaka, and a dog who lives in the store, which supposed to be empty. Kumi ended up living with these girls, who claim that they are heroes reincarnated to contemporary period to chase after the demon king. Harami and others seem to live in a peaceful life with no missions to to do anymore, Ran, who was demon king in the past and appears to be an elementary school girl from failing to reincarnate, one day. The story begins with Ran requesting to collect demon king's fragments.

Twenty-four-year-old Kirara is on her way to her wedding when she is killed in a car accident. However her love for her fiance is so strong that she is permitted to return to earth as a ghost to see him. But she is sent back 8 years in time, to when she and her fiancé first met. However her own meddling in the past may make her 16 year-old-self turn away from her would-be fiance.

The unit Over The Rainbow succeeds in its debut. Aiming to become like the boy band, more students enroll in Edel Rose. Hiro and the others begin practice for the Prism King Cup, an event that is held once every four years. However, a rival called "Schwarz Rose" appears... Who will become the Prism King, the one who can make girls' hearts throb the most!?

Battles continue between "Penguin Empire", the mysterious life form which arrived on earth all of a sudden, and "Beauty Salon Prince", the secret anti-Penguin organization. In order to fight Penguin Empire's gigantic "Penguin Robot", Beauty Salon Prince has developed their ultimate weapon, "Daimidaler", and is now looking for the pilot. They choose Koichi Madanbashi, a hot-blooded high school boy who is mad about big boobs, because he is the factor of "Hi-ERo particles", the source of unknown energy.