Juniper
Datuk Millan Lee (李圣杰), Director of Milolo (center), received the national record certificate for the achievement of “Most Participants in a Blind Box Unboxing Event” from Menaga Vadamalai, Officer of the Malaysia Book of Records (left), witnessed by Jason Tan (陈用伟), General Manager of Central i-City (right)
300 enthusiastic toy fans set a new record in the Malaysia Book of Records for the Most Participants In A Blind Box Unboxing Event in Malaysia, in an epic event organised by homegrown designer toy company Milolo. The event brought together fans from across Malaysia’s designer toy community to collectively experience the thrill of unboxing and unveiling blind boxes featuring Milolo’s first-ever local IP, Abby the Sheep.
On Saturday, Milolo also held the grand opening of its tenth outlet at Central i-City, Shah Alam. Along with a growing collection of homegrown IPs such as its very own Abby the Sheep, Milolo i-City carries a broad selection of blind boxes, art toys, and collectibles featuring globally popular IPs including The Monsters, Twinkle Twinkle, and Crayon Shinchan.
1. Lim Foon Yee (林芬仪), Head of Marketing, Milolo
2. Menaga Vadamalai, Officer, Malaysia Book of Records
3. Datuk Millan Lee (李圣杰), Director, Milolo
4. Jason Tan (陈用伟), General Manager, Central i-City
5. Natalie Yee Lai Mun (余丽敏), Head of Leasing, Central i-City
The Central Concourse of Central i-City was transformed into a designer toy playground for the day, allowing fans to interact, connect, and have fun. Fans also enjoyed a range of engaging activities, including special appearances by popular cosplayers and the chance to win exciting prizes including an iPhone 17 Pro, an iPad, and an Apple Watch.
The star of the show was Abby the Sheep, the charming pop toy IP developed by Milolo. With her fluffy silhouette, adorable expressions and whimsical outfits, Abby the Sheep embodies a playful blend of innocence and imagination. Loved for her soft aesthetic and heartwarming personality, Abby the Sheep has quickly won over fans, bringing an extra dose of warmth and cheer to everyday lives. Milolo also presented Why So Malaysia!, a series of Malaysia-inspired pop toys that celebrate Malaysia’s culture and lifestyle with cuteness and a whole lot of heart—perfect companions to welcome joy and good fortune into the year ahead.
Datuk Millan Lee, Director of Milolo, said:
“Entering the Malaysia Book of Records is an important milestone not just for us at Milolo, but also the passionate art toy fans who joined us for this unique experience.
“We believe events such as this are an ideal platform for new fans, enthusiasts and art toy collectors to come together, connect, and build stronger relationships with one another and with Milolo.
“As we expand Milolo further in coming years, we will continue to develop our fan base through creative retailtainment experiences and activities, the broadening of our licensed IP portfolio, as well as the incubation and expansion of proprietary IPs like Abby the Sheep.”
Founded in 2021, Milolo has expanded at a rapid rate, propelled by the blind box phenomenon that continues to thrill and captivate fans across generations.
The number of Milolo outlets has doubled since 2024, with Central i-City being its tenth and biggest outlet. Milolo also has stores at Pavilion Bukit Jalil, Mid Valley Megamall, Sunway Putra, Sunway Pyramid, AEON Bukit Tinggi, IPC Shopping Centre, and 1 Utama.
The breakout success of IPs such as The Monsters, Crybaby and Molly has contributed to a tremendous growth streak for the pop toy industry. According to a report prepared by market research firm Protege Associates, the pop toys industry in Malaysia was valued at RM143.8 million in 2024, an increase of 55.6% from the previous year. By 2029, the industry is expected to hit RM512.5 million in sales, implying a compound annual growth rate (CAGR) of 28.9% for 2025-2029.
Regionally, the value of the South-east Asian pop toy market reached RM11.6 billion in 2023, according to a report by EqualOcean International.
