The fast-growing collectible brand will be on display to shoppers on Regent Street until 21 July
Tomy has brought its fast-growing collectible brand Momiji to one of the world’s most iconic toy retail destinations, with a dedicated window display at Hamleys on Regent Street, London.
The eye-catching installation runs for five weeks (11 June to 21 July), putting Momiji in front of thousands of domestic and international shoppers during the busy summer trading period.
Momiji combines the excitement of blind-box reveals with hidden messages that celebrate friendship, kindness and connection. The brand has quickly built a loyal following among gen z and millennial collectors, as well as gift buyers seeking meaningful collectibles.
The spring 2026 launch introduced two new collections, Magical Meadow and Out of This World, featuring Blind Box Message Dolls, Blind Box Plushies and Large Character Plush. Each blind-box collectible includes a collector card and embroidered sticker featuring the character’s favourite sidekick, while blind-box plush editions include a matching bestie card and sticker.
The Hamleys activation marks the latest step in Tomy’s investment in growing the brand across the UK market, following influencer partnerships, activity at MCM Comic Con, and more.
Helena Stacey, Marketing Manager – Toys, Tomy UK, said: “Securing a dedicated window display at Hamleys is a major milestone for Momiji and reflects the growing excitement we’re seeing around the brand. Momiji offers something genuinely different within the collectibles category, combining strong shelf appeal and surprise reveals with meaningful storytelling that resonates with today’s consumers.
“The response since launch has been incredibly positive, particularly among gen z and millennial collectors, and we’re continuing to invest heavily in building awareness through marketing, events and influencer activity,” she added. “We believe there is a significant opportunity for retailers to tap into the growing demand for collectibles that deliver both emotional connection and repeat purchase appeal, and we’re excited to welcome more retail partners on that journey.”
Momentum for the brand will continue later this year with the launch of the new Sugar Plum Wood collection in August.
