Guardian of the Elves of the Secret Forest
Emma — guardian of the elves of the Secret Forest — is the heart of the Chinese brand Lucky Emma, established in 2017 by MJ Studio (Shenzhen Yanchuang Culture Co., Ltd.). Emma is a hand-painted PVC figure, dressed in costumes inspired by ancient styles, Lolita, steampunk, and fantasy — telling a different adventure in each series. In a few years, the brand has sold over 15 million figures annually in over 30 countries, becoming one of the strongest independent designer toy brands from China. Alongside Emma, there is also a plush line — Lovely Emma — featuring soft figures and interchangeable accessories.
MJ Studio
Behind Lucky Emma is the Chinese creative studio MJ Studio, operating under the official company name Shenzhen Yanchuang Culture Co., Ltd., based in Qianhai Shenzhen. The studio specializes in original IPs for the designer toy market — Emma is their flagship project, but the portfolio also includes the character Misya, who has dedicated fans in Southeast Asia.
Secret Forest
Emma lives in the Secret Forest — a magical world full of elves, adventures, and surprises. Each blind box series is a new chapter in this story: a tea party, a masquerade, a passage through time, a garden at dusk. The figures combine elements of various aesthetics — ancient Chinese motifs, Lolita, steampunk, fantasy — creating their own recognizable style.
Emma vs Lovely Emma
The brand offers two distinct lines. Emma Secret Forest — classic hand-painted PVC figures, 7–12 cm, with rich costumes and details. Lovely Emma — a plush version of the character, soft, with interchangeable accessories, closer to the "huggable collectible" aesthetic. Both lines have their own series and chase figures with a 1:96 probability.
AR and Innovations
Lucky Emma, as one of the few designer toy brands, has integrated augmented reality (AR) and game linking as an element of collecting. Each figure includes an ID card — but beyond identification, selected series offer additional digital content. This distinguishes the brand from competitors and attracts younger collectors.
Selected series
🎭 Secret Forest Masked Ball
8 figures + chase "Phantom of the Opera" (1:96). Masquerade atmosphere in the style of a Venetian carnival — one of the most popular series.
⏳ River of Time
Journey through civilizations — Maya, Sumer, Atlantis. Chase: "Time Traveler" (1:96) and ultra-rare "Atlantis" (1:192).
🌸 Garden Dating
A spring garden full of flowers. Chase: "Garden Gnome" and the big secret "Flower Fairy". Enlarged figures 10–12 cm.
🧸 Lovely Emma Lucky No.1
Plush line — soft Emma with interchangeable accessories. Perfect as a keychain or desk decoration.
Three pillars of creativity
Secret Forest
Each series is a new chapter in Emma's world — coherent, extensive, with its own logic
Hand-painted
Each PVC figure is hand-painted — a detail that sets it apart from mass production
AR & Games
Figure as a key to the digital world — an innovation rare in blind boxes
Emma is not just a figure — she is the guardian of the Secret Forest, and each series is a new chapter in her story. Since 2017, MJ Studio has proven that 7 centimeters are enough to build an entire world.
Find Lucky Emma
Discover the Lucky Emma collection
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