In the ever-growing universe of collectible art toys, Nommi dolls have quickly become one of the most talked-about phenomena among designers and collectors alike. With their uniquely soft plush bodies, expressive vinyl heads, and dreamy aesthetics, Nommi has managed to break out from the niche blind-box toy scene to reach a broader audience of pop culture lovers. But behind this viral success is a carefully built vision led by a Chinese artist, Luo Jiujiu, whose blend of fine art background and emotional storytelling is changing what we expect from designer toys. In this article, we explore the creative origins of the Nommi brand, the story of its artist, and the design philosophies that helped turn a small toy idea into a sought-after collectible sensation.

Who Is Luo Jiujiu – the Artist Behind Nommi?

Luo Jiujiu (九个玖玖), the creative force behind the Nommi brand, is a Chinese-born artist and illustrator now based in Melbourne, Australia. With a background in fine art, her work spans everything from traditional oil painting to modern character design. Luo’s artwork often explores themes of childhood nostalgia, emotional healing, and soft surrealism—qualities that come through clearly in the look and feel of each Nommi figure. Unlike many vinyl toy designers who emerge from graphic design or street art scenes, Luo’s artistic roots lie in gallery exhibitions and intimate portraiture, which gives the Nommi line an emotional richness that resonates with collectors around the world.

Before founding the Nommi line, Luo had already built a small but passionate following online for her whimsical art featuring pastel tones, dreamy characters, and a focus on comfort and inner peace. These qualities have been seamlessly translated into the design DNA of Nommi. The dolls aren’t just toys—they’re tiny, tangible extensions of her visual universe. Each one feels like it was lifted from a painting and brought into 3D life, retaining a deep sense of artistic intention and emotional warmth.

The Origins of Nommi: Art Meets Manufacturing

The idea for Nommi was born from a collaboration between Luo Jiujiu and HiTOY, a Chinese toy studio known for working with original intellectual property (IP) projects. Together with HiChance, a toy marketing and manufacturing group, they launched the first Nommi series in mid-2024. The debut release, titled Loveliness Never Ends, was available in blind boxes and sold primarily in Asian markets including China, Thailand, and Malaysia. Prior to the plush series, various figures were released as part of the Nommi original series.

Unlike larger toy companies that often prioritize mass-market appeal, the team behind Nommi took a more boutique approach. The emphasis was placed on building an emotional connection with collectors, designing toys that felt less like products and more like small, comforting friends. The blind-box format allowed for mystery and delight, while the soft material choices set Nommi apart visually and physically from traditional vinyl toys. This blend of thoughtful storytelling, limited production, and standout tactile design helped the brand carve out a strong position in the crowded collectibles space right from the start.

The First Nommi Series and Collector Favorites

The first wave of Nommi dolls, Loveliness Never Ends, introduced collectors to a cast of irresistibly cute animal-themed characters such as TUTU the Bunny, JUJU the Pig, and BINBIN the Bear. Each character came in a plush costume with a fixed vinyl face, giving them a distinctive look and a comforting plush feel. The combination made them popular not only among vinyl toy collectors but also with plush doll fans who were new to the designer toy space.

Each box in the series contained one random figure from the collection, encouraging trade culture and making each unboxing an experience. As with many blind-box collectibles, a secret “chase” figure was also included—a rarer, hidden version that sparked excitement and drove up demand. For Loveliness Never Ends, the chase figure was a pastel-hued Lucky Cat character named XIXI, who quickly became one of the most sought-after toys in the line. Additional series such as Interesting Fruits and Garden Rabbit expanded the universe further, introducing seasonal themes and more elaborate costumes that gave the dolls even more personality.

What Makes Nommi Dolls So Unique?

At first glance, a Nommi doll might look like a soft plushie or a small art sculpture—but it’s actually both. Each doll is constructed with a vinyl head that captures expressive facial details and soft textures, while the rest of the body is made from ultra-soft plush fabric. This combination creates a tactile experience that’s both cute and comforting, offering more emotional depth than standard collectibles.

The fusion of hard and soft materials not only makes Nommi dolls stand out physically, but also enhances their versatility for display, photography, and even gifting. Their compact size (typically under 10 cm) makes them ideal desk companions or display items for small spaces, while their delicate, almost meditative expressions give them a calming, therapeutic presence. This attention to emotional tone and physical texture is one of the key factors behind Nommi’s success—it goes beyond visual design and taps into how collectors feel when they hold one.

How Nommi Became a Collectible Craze

Following the release of the first series, Nommi dolls gained rapid traction online. Influencers and toy collectors across Asia began sharing unboxing videos, reviews, and photography sessions featuring their growing Nommi collections. On platforms like TikTok, Xiaohongshu, and Instagram, the brand’s pastel aesthetic and cute faces proved highly shareable—spawning hashtags and community fan art almost overnight.

The brand also benefitted from the wider rise of interest in “healing toys,” a trend driven by pandemic-era consumers looking for comfort and gentle escapism. Nommi dolls fit perfectly into this emotional landscape, offering something that felt both soothing and personal. As a result, their popularity surged beyond mainland China into Southeast Asian markets like Thailand, Singapore, and the Philippines, where demand has continued to grow. Today, it’s common to see resellers listing older series on platforms like eBay or specialty sites like Shopee and Buyee, often at prices well above their original retail value.

A New Classic in the Making

Nommi dolls represent a unique intersection between fine art, storytelling, and collectible culture. With each release, Luo Jiujiu deepens the emotional connection between toy and collector, while the manufacturing team ensures that quality and design remain consistent. Whether you’re a seasoned collector of blind-box figures or just discovering this soft-sculpted world for the first time, Nommi offers something rare in the toy space: authentic heart. As new waves and themes continue to launch, now is the perfect time to begin your own Nommi journey—one adorable figure at a time.