HiToy and three girls who feel for us
One gathers lost emotions, another stitches up whatever has broken, the third asks no one for permission. All three come from the same studio.
One studio, three sisters
Nommi, MayMei and Sunycoco are not characters from the world of Sanrio or Pop Mart. They are original IP from the Chinese studio HiToy, which works hand in hand with HiChance (Dongguan Haichuang Cultural Creative). HiToy leads the creative development of the characters, HiChance handles production and distribution, and their global sales channel is TOP TOY — the designer toy chain owned by MINISO.
The studio doesn't sign its characters with designers' names. Instead of a single artist, there is a shared philosophy: healing design — characters meant to soothe, to keep you company and to help you feel better. Each of the three sisters does it in her own way.
Plush meets vinyl
All three combine two materials that rarely go together: a soft plush body and a sculpted vinyl face. The effect is immediate — the figure looks like an art object, yet you want to hug it. It is precisely this format that made HiToy stand out among hundreds of blind box brands.
Three answers to the same question: how to be yourself when the world isn't perfect.
Nommi — the sweet one
Nommi, born in 2024, is a delicate girl in a Lolita dress who can travel between dimensions. Her task? To find and restore the lost fragments of human emotions. Her eyes, with a triple movement mechanism, twinkle like stars and change their expression along with their owner's mood.
The debut collection “Loveliness Never Ends” arrived in China, Thailand and Malaysia in mid-2024. Within a year, Nommi had become the biggest star of the TOP TOY portfolio, second only to Sanrio and Disney.
Nommi series
MayMei — the dark one
MayMei, born in May 2024, is a delicate yet quietly resilient girl with a needle and thread in hand. She knows the world isn't perfect, but she meets every setback with a calm “it's okay.” As she mends clothes, she mends emotions and everyday moments along the way.
She is Nommi's darker sister, close to the dark kawaii aesthetic: she lives in old castles, dark forests and forgotten funfairs. Her costumes can be unsettling, but underneath, a warm heart is always beating.
MayMei series
Sunycoco — the rebel
Sunycoco is the youngest of the sisters — she debuted in 2025. Where Nommi soothes and MayMei mends, Sunycoco simply does her own thing. Her signature is sweetness with claws: candy colours, animal ears and bows, and right beside them skulls and the gaze of someone who has no intention of explaining herself.
Shops often sell her as “Nommi Sunycoco”, because she belongs to the same family and shares the same format: a plush doll with a vinyl face, hidden in a blind box.
Sunycoco series
Which one is yours
If you need someone to soothe you — Nommi. If you love beauty that isn't afraid of shadows — MayMei. If your sweetness has sharp edges — Sunycoco. And if you can't choose, that's fine: they look best together anyway.
All three HiToy sisters are waiting for you here — the sweet one, the dark one and the rebel.
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