MJ Studio and the guardian whose 7 centimetres hold a whole world
An elf from the Secret Forest, hand-painted, in costumes bordering on antiquity, Lolita and steampunk — each series is a new chapter of her story.
Emma — guardian of the elves of the Secret Forest — is the heart of the Chinese brand Lucky Emma, created in 2017 by MJ Studio (Shenzhen Yanchuang Culture Co., Ltd.). Emma is a hand-painted PVC figure, dressed in costumes drawing on ancient styles, Lolita, steampunk and fantasy — telling a different adventure in each series. Within a few years the brand sold over 15 million figures a year in more than 30 countries, becoming one of the strongest independent designer-toy brands from China. Alongside Emma there's also a plush line — Lovely Emma — with soft figures and interchangeable accessories.
Emma and Lovely Emma
Emma lives in the Secret Forest — a magical world full of elves, adventures and surprises. Each blind-box series is a new chapter: a tea feast, a masquerade, a passage through time, a garden at dusk. The brand offers two distinct lines: Emma Secret Forest — classic hand-painted PVC figures, 7–12 cm, with rich costumes — and Lovely Emma, a plush version with interchangeable accessories, closer to the “huggable collectible” aesthetic. Behind it all stands MJ Studio, which also has the character Misya in its portfolio.
AR and innovation
Lucky Emma is one of the few designer-toy brands to have integrated augmented reality (AR) and game linking as a collecting element. Each figure includes an ID card, but beyond identification, selected series offer additional digital content. This sets the brand apart from the competition and draws younger collectors.
Emma isn't just a figure — she's the guardian of the Secret Forest. Since 2017, MJ Studio has been proving that 7 centimetres are enough to build a whole world.
Selected series
The whole Lucky Emma collection is waiting for you here — fairy-tale, refined and full of adventure.
See the collection →Follow: Lucky Emma Global