The Ultimate Guide to the Origin of Nommitoy: Who Created Nommi Dolls? The Art and Origin of This Adorable Toy Brand
In the ever-expanding universe of collectible art toys, Nommi dolls have quickly become one of the most beloved and discussed phenomena among designers and collectors worldwide. Combining uniquely soft plush bodies, expressive vinyl heads, and dreamy aesthetics, Nommi has broken out of the niche blind box scene to capture the hearts of pop culture enthusiasts everywhere. But behind this viral success lies a carefully crafted vision led by Chinese artist Luo Jiujiu, whose fusion of fine art sensibility and emotional storytelling is redefining what designer toys can be. In this article, we dive into the creative origins of the Nommi brand, the story of its artist, and the design philosophy that turned a heartfelt idea into a collectible sensation.
Who Is Luo Jiujiu – the Artist Behind Nommi?
Luo Jiujiu (九个玖玖), the creative mind behind Nommi, is a Chinese-born artist and illustrator currently based in Melbourne, Australia. With a formal background in fine art, her work spans traditional oil painting, illustration, and contemporary character design. Her art frequently explores themes of childhood nostalgia, emotional warmth, and soft surrealism—qualities that are vividly embodied in every Nommi doll.
Unlike many vinyl toy designers who come from graphic design or street art backgrounds, Luo’s approach is rooted in gallery art and intimate portraiture. This gives Nommi figures a distinctive emotional depth that resonates deeply with collectors. Even before launching Nommi, Luo had already cultivated a dedicated online following through her whimsical, pastel-toned art that emphasizes comfort and inner peace. These elements seamlessly translate into the design DNA of Nommi—each doll feels like a small, tangible piece of her artistic universe.
The Origins of Nommi: Art Meets Manufacturing
Nommi was born from a collaboration between Luo Jiujiu and HiTOY, a Chinese toy studio specializing in original IP projects. Together with HiChance, a toy manufacturing and marketing group, they launched the first Nommi series in mid-2024. Titled Loveliness Never Ends, the debut collection was released in blind box format and initially sold in Asian markets including China, Thailand, and Malaysia.
From the beginning, the team behind Nommi took a boutique approach rather than chasing mass-market trends. The focus was on building emotional connections with collectors—creating toys that feel less like products and more like comforting companions. The blind box format added an element of surprise and engagement, while the innovative mix of plush and vinyl materials set Nommi apart in both look and feel. This thoughtful combination of storytelling, limited production, and tactile design helped the brand quickly stand out in a competitive market.
The First Nommi Series and Collector Favorites
The inaugural series, Loveliness Never Ends, introduced collectors to a charming cast of animal-themed characters including TUTU the Bunny, JUJU the Pig, and BINBIN the Bear. Each doll featured a soft plush body and a fixed vinyl face, blending irresistible cuteness with a comforting tactile experience. This unique appeal attracted not only vinyl toy enthusiasts but also plush doll collectors new to the designer toy scene.
Each blind box contained one random figure, fostering a vibrant trade culture and making every unboxing a moment of anticipation. The series also included a secret “chase” figure—a rare variant that sparked excitement and drove demand. For Loveliness Never Ends, the chase figure was XIXI, a pastel Lucky Cat that soon became one of the most sought-after items in the lineup. Subsequent series like Interesting Fruits and Garden Rabbit further expanded the Nommi universe with seasonal themes and intricate costumes.
What Makes Nommi Dolls So Unique?
At first glance, a Nommi doll looks like a hybrid between a soft plushie and a miniature art sculpture—and that’s exactly what it is. The vinyl head captures delicate facial expressions and fine details, while the plush body offers a huggable, soft texture. This fusion creates a multisensory experience that is both visually appealing and emotionally soothing.
The blend of materials also enhances the dolls’ versatility—they are perfect for display, photography, or as comforting desk companions. Their small size (under 10 cm) makes them ideal for compact spaces, and their serene, almost meditative expressions give them a therapeutic presence. This emphasis on emotional resonance and physical quality is central to Nommi’s identity and success.
How Nommi Became a Collectible Craze
Shortly after its launch, Nommi gained rapid popularity online. Influencers and collectors across Asia began sharing unboxing videos, photo shoots, and reviews on platforms like TikTok, Xiaohongshu, and Instagram. The brand’s soft aesthetic and emotional appeal aligned perfectly with the growing “healing toys” trend—a movement toward comfort and gentle escapism that resonated especially in the post-pandemic era.
Demand quickly spread from mainland China to Southeast Asian markets such as Thailand, Singapore, and the Philippines. Today, older Nommi series are often resold on platforms like eBay, Shopee, and Buyee at prices significantly higher than their original retail value, reflecting their status as cherished collectibles.
A New Classic in the Making
Nommi represents a beautiful convergence of fine art, emotional storytelling, and collectible culture. With each new series, Luo Jiujiu continues to deepen the narrative and emotional connection between the dolls and their collectors, while the manufacturing partners ensure consistently high quality and thoughtful design.
Whether you're a seasoned blind box collector or new to the world of art toys, Nommi offers something truly special: a little piece of art you can hold in your hands. As new themes and characters continue to launch, there’s never been a better time to start your own Nommi collection—one adorable figure at a time.
*Explore the world of Nommi and bring home a touch of softness and story today. Visit the Nommitoy blind box independent station to discover your next favorite companion.