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Lesser-known but emotionally plush toys are beginning to draw attention. Among them is Nommi, a dreamlike figure created by Dongguan Haichuang Cultural Creative Co in cooperation with Top Toy.

With her soft pastel tones, large movable eyes, and plush figure, at first glance Nommi might look like just another cute collectible. But for her creators she represents a response to the emotional needs of a generation.

"Nommi isn't about trends — she's about truth. From the beginning, we wanted to give people a character they could emotionally lean on," said Wen Xiaowen, product operations manager at Haichuang.

Nommi's development took months of careful refinement, especially in her expressive face and signature rotating eyes.

"The eye mechanism alone increased our production costs by over 30 percent. But that movement, that subtle life — it's her soul, which we had to keep," said Wen.

Her team prioritized what Wen calls "emotional craftsmanship".Every curve, color, and texture was chosen to evoke a sense of familiarity and softness.

"We will continue to blend healing aesthetics with emotional value, merging Eastern culture and global trends to create iconic collectible toys and explore new paths for China's collectible toys to reach the world," said Wen.