HiTOY and the girl who collects lost emotions
A delicate traveller between dimensions with eyes like stars — an art object that wants to be hugged.
Nommi — born in August 2024 — isn't a character from the world of Sanrio or Pop Mart. She's an original IP from the studio HiChance & HiTOY, distributed by TOP TOY, a designer-toy market giant that is a sub-brand of MINISO. Nommi is a delicate girl in a Lolita dress with the ability to travel between dimensions. Her mission? To find and restore lost fragments of human emotions. Her eyes, with a triple movement mechanism, shimmer like stars — and change their expression along with the owner's mood.
Behind the brand stands the same studio responsible for MayMei. HiChance handles production and distribution, HiTOY the creative development of the IP. Nommi and MayMei are sister brands, two faces of the same healing-design philosophy, and TOP TOY is their global sales channel.
Plush meets vinyl
Nommi combines two materials that rarely go together: a soft plush body and a sculpted vinyl head. The effect is instant — the figure looks like an art object, but you want to hug it. The innovative moving-eye mechanism lets the collector change the expression on her face, turning her into a companion, not just a decoration.
A global phenomenon
The debut collection "Loveliness Never Ends" reached the market in mid-2024 in Asia — China, Thailand and Malaysia. In just a year from her debut, Nommi became the star of TOP TOY's portfolio, the biggest after Sanrio and Disney. Unboxings on TikTok and Instagram, a 400% series with weighted plush, a collaboration with MayMei — the brand is growing in every direction, expanding ever wider into Western markets from 2025.
Nommi travels between adulthood and childhood — and stops exactly where you need to rest.
Collector series
The whole Nommi collection is waiting for you here — soft, starry, soothing.
See the collection →
