Unboxing Pop Mart Alternatives
Blind‑box toy haul: Baby Three “Lily Rabbit Town V2” plush (×2), Ziyuli “Lolita Secret Garden Tea Party,” Kimmon “Nayanaya,” 52TOYS “Lilith Secret Experiment,” and DoDo Sugar “Nami Nightmare Core,” photographed for Blind Box Daily.
There's no Labubu on this list, but there's Baby Three, Kimmon, 52 Toys, Dodo Sugar, and Ziyuli. Are you Still following?
⏰ Thu, Jul 24, 2025 @ 5 PM PST
🐟 Published from Seattle, WA, USA
🔨 Built by Chase Burns Broderick
I buy a lot of blind boxes—for research, obviously—and noticed the number of boxes at Seattle’s local Kinokuniya—one of Japan’s largest bookstores, with outposts in the States—has boomed in recent weeks. While they’ve always had Japanese boxes (especially Sanrio products), the Chinese ones were scarce, even as recently as last month. But someone’s doing a bunch of ordering, because blind boxes have practically taken over the whole middle of the store—no Pop Mart, duh, but a ton of other popular stuff.
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1.) Baby Three | “Lily Rabbit Town V2” Series
Plush blind‑box sequel to the viral Baby Three line
Baby Three, a blind-box plush toy from China, is defined by its face plates. Depending on your pull, you might get a little baby with angry eyes and a grumpy face, or maybe a shocked face with movable eyes. Every pull feels unique, which is the brand’s core charm—and it makes up for the babies’ occasional DIY production. (Don’t be surprised if you see a little hot glue.)
The “Lily Rabbit Town” series is perhaps the line’s most visible product (though these early versions didn’t come without controversy). Over here, it remains popular across North American reselling sites, even though this IP (intellectual property) is technically just now debuting in the United States. This weekend at San Diego Comic Con, fans can get their hands on the rarest Baby Threes made to date, the SDCC-exclusive “Street Hyper” release, below.
(Heads-up: I managed to put in an order for all five of the exclusive colourways, and I’ll publish an unboxing post—kinda like this one—once they arrive in Seattle, probably late next week.)
Of the two I unboxed from Kinokuniya, I think the yellow one (top) is sick—the ruffles around the head, the well-stitched hearts on the ears, the frilly collar; 100%!—and the black one (below) is fine. I like the white dots decorating its ears, and I prefer these accessories (bows, scrunchies) to some of the other more doll-like clothes (lederhosen, dresses) that come with other Baby Threes.
In general, the stats:
Materials: ABS core + 100 % polyester plush
Manufacturer / Distributor: “Big Beautiful” (Dongguan) Toy Co., Ltd. — Dongguan, Guangdong
Made in: China
Tip: Search for “Baby Three” on Mercari. There are lots of Baby Three sellers on here—hundreds uploaded daily!
2.) Ziyuli | Lolita Secret Garden Tea Party
Pastel keychain series by Letsvan’s Ziyuli line
Shenzhen‑based Letsvan is a fast‑rising IP‑incubator that just gained deep‑pocketed backing from NASDAQ‑listed QuantaSing in March, positioning it for a global rollout.
Most known for Wakuku, which sold out its debut “Panda Dada” plush at MINISO LAND Beijing in March and expanded to eight flagship stores by mid‑May, Letsvan’s other breakout character line is Ziyuli (above). The “Lolita Secret Garden Tea Party” plush keychains are surprisingly luxe, with movable legs, arms, and a tail that holds the body upright on its own. They stand around 7 inches tall and are packed in blind boxes with six regular styles plus a 1/72 hidden. Currently, they list retail for around $27.
Letsvan’s rapid scale, buzzy partnership with MINISO, and data‑centric marketing make it a contender to join Pop Mart and 52TOYS (at the bottom of this post) in the next tier of global art‑toy exporters. Here are the basic stats:
Materials: PVC shell + 100 % polyester fabric/stuffing
Manufacturer / Distributor: Shenzhen Letsvan Culture Co., Ltd. — Shenzhen, Guangdong
Made in: China
Search for “Ziyuli” on Mercari. It’s less popular than “Wakuku,” but they do pop up throughout the week.
3.) Kimmon | “I’m Minnon” Series
Forest‑Critter Plush with Cult Face Tattoos (I’m Scared)
Every roundup needs a dud, and this “I’m Mimon” cat(?) is mine. It popped out of the blind box with one wire‑stuffed arm already poking through the sleeve (proof that the built‑in armature is real, if not durable). Design‑wise? Let’s just say it gives haunted doll.
Chinese indie up‑and‑comer Guangzhou Estar Culture Co., Ltd. launched its Kimmon/Naya‑Naya label in 2019 to incubate original plush IPs. The brand’s visibility expanded with this “I’m Mimon” blind‑box series. The specs sound luxe—15 cm of ABS‑cored plush with posable arms—but my pick went sideways. Not for me! Thanks!
Materials: 100 % polyester fabric & fill
Manufacturer / Distributor: Guangzhou Baixingrui Culture Co., Ltd. — Guangzhou, Guangdong
Made in: China
Tip: Search for “Kimmon” on Mercari
4.) DoDo Sugar | “Nami Nightmare Core” Series
Gothic blind‑box with Metal accessories
Hangzhou indie house DODO SUGAR (legal name Duoduoyishan Cultural & Creative Studio) keeps broadening its “Trendy Play Heals Life” slogan by pushing darker IPs alongside cute staples like Wendy. A newer entry, Nami Nightmare Core, dropped for mainland retailers in January with overseas pre‑orders extending into mid‑2025. Each blind box hides a kneeling gothic mer‑doll (about 4 in tall) with horns, roses, or black‑chrome chains—a tactile upgrade reviewers compliment in unboxing videos. This line‑up skews doom‑core cute: 8 regular styles plus the ruby‑eyed “Steal Dream” chase at 1 / 144 odds depending on batch. More stats:
Materials: PVC & ABS body with flocked and magnetized accessories
Manufacturer / Distributor: Hangzhou Duoduoyishan Cultural & Creative Studio — Hangzhou, Zhejiang, China
Made in: China
Tip: Search “Nami Nightmare Core” on Mercari for daily listings
5.) 52TOYS | “Lilith Secret Experiment” Series
Dark‑fantasy figure from 52TOYS’ Lilith lore
Beijing‑based 52TOYS leapt into gothic fantasy with Lilith “Secret Experiment,” a nine‑figure blind‑box wave that landed in. Each ~4‑inch / 11 cm PVC‑and‑ABS mini merges nurse‑lab chic with midnight palettes; accessories like coffins, scalpels and stitched bears echo Pop Mart’s Skullpanda vibe. Unboxing videos highlight crisp grey‑scale paint gradients and tidy seams—no obvious QC flubs. The privately‑held studio is eyeing a Hong Kong IPO in 2025, positioning Lilith as its flagship goth rival to Skullpanda.
Materials: PVC & ABS body
Manufacturer / Distributor: 52TOYS Development Co., Ltd. — Yisha Culture Center, 4F D01, Chaoyang District, Beijing, China
Made in: China
Tip: Search “52TOYS Lilith Secret Experiment” Mercari for daily listings
