NOMMI

In the fast-paced, often overwhelming global trendy toy landscape, Nommi emerged as a gentle breath of fresh air, with its roots deeply tied to the creativity and craftsmanship of Dongguan—China’s renowned “hometown of trendy toys”. Its brand journey began in 2021, when its parent company, Sure Fun (formerly HiTOY), was founded in Changping, Dongguan, with a focus on IP incubation and global trendy toy operation . In March 2024, Sure Fun launched the R&D of Nommi, spending five months refining designs and revising dozens of drafts before officially launching the Nommi series in September 2024, aiming to craft plush companions that deliver healing, warmth, and unfiltered cuteness to collectors of all ages . A pivotal turning point came in 2025, when TOP TOY strategically acquired Nommi through Sure Fun, infusing the brand with mature supply chains, global sales networks, and operational resources, propelling this emerging IP from a niche favorite to a global sensation . Every detail of Nommi’s history is rooted in the idea that small, adorable things can hold immense power to soothe the soul, making it more than a trendy plush line—it’s a brand built for comfort, joy, and the quiet magic of everyday moments, growing from a creative concept to a cross-border phenomenon.

What truly sets Nommi apart and captures the hearts of fans worldwide is its groundbreaking design and meticulous craftsmanship, honed and evolved throughout its short yet remarkable history. From its inception, Nommi pioneered innovation: in 2024, it launched the world’s first plush toys with three interchangeable eye pieces, allowing each figure to shift its gaze and express distinct moods—curious, shy, joyful, or serene—turning every plush into a unique, lifelike companion . Crafted from ultra-soft, skin-friendly fabrics perfect for hugging, paired with delicate embroidery, dreamy fluorescent accents, and fully poseable limbs, Nommi’s pieces blend durability with delicate artistry, a testament to Dongguan’s rigorous manufacturing standards . As the brand grew, it continued to innovate, launching seven-joint articulated dolls and silicone-textured plush series in 2025, while expanding its themed collections—from the ethereal Another World Series to the endlessly charming Loveliness Never Ends collection—each lineup weaving a whimsical narrative that makes the unboxing experience a delightful adventure . This commitment to craftsmanship and innovation has been a constant thread in Nommi’s history, distinguishing it in a crowded market.

Nommi’s irresistible charm has quickly transcended borders, with its global rise closely tied to key milestones in its brand history. Shortly after its launch in September 2024, Nommi became a hit in Southeast Asia, topping TikTok sales charts in the Philippines and drawing crowds of over 600 people at a 2024 Thailand exhibition . By 2025, with the support of TOP TOY, Nommi made its debut in the Japanese market, becoming the centerpiece of TOP TOY’s first store in Ikebukuro, Tokyo—attracting over 200 people in line during its soft opening and generating over 11 million yen in sales on its opening day . The brand has taken social media by storm, with #Nommie unboxing videos going viral on TikTok and Instagram, amassing millions of views, and winning over A-list fans like Paris Hilton, Madonna, and Katy Perry . Domestically, it has opened pop-up stores and themed shops in Shenzhen, Shanghai, and Chongqing, with celebrities like Zhang Zifeng and Guan Xiaotong boosting its popularity, creating a virtuous cycle of domestic heat fueling overseas success . By late 2025, Nommi had achieved nearly 200 million yuan in global transaction value, with products sold in over 5,000 retail outlets worldwide .

More than just a line of plush blind boxes and collectibles, Nommi is a versatile treasure that fits into every meaningful moment of life, a legacy shaped by its brand history of warmth and innovation, making it the perfect choice for countless occasions. It’s a heartwarming birthday surprise that brings instant delight, a thoughtful Valentine’s Day gift that conveys gentle affection, and a charming indoor decor piece that adds a touch of whimsy and warmth to any room—all embodying the healing spirit that inspired its creation back in 2024 . Whether displayed proudly on a shelf, hugged during quiet evenings, or gifted to a loved one, Nommi carries the brand’s core promise of softness and joy with it, a promise that has remained unchanged from its early R&D days to its current global success . In a world that often prioritizes speed and noise, Nommi stands as a gentle reminder that the sweetest happiness comes in small, soft, and carefully crafted packages—forever a loyal companion, a beautiful decor piece, and a timeless gift that holds both sentimental and collectible value, continuing to write its story of healing and joy across the globe.