Emma Series List & Full Chronology

About Emma

I'm Emma — a fairy who lives deep in the Secret Forest, where every season brings a new adventure. I love hosting tea parties, exploring hidden garden paths, and finding magic in the little things: cherry blossoms drifting in the wind, a cozy coffee shop on a rainy day, or the glow of lanterns at a midnight market. Created by MJ Studio in 2020, I've grown into a world of my own — full of seasonal stories, enchanted friends, and moments worth collecting.

Designer

Mo Ri (末日) is a Chinese designer and the creator of Emma, the flagship IP of MJ Studio (Shenzhen Yanchuang Cultural Development Co., Ltd.). Since launching the Emma Secret Forest series in 2019, Mo Ri has developed the character into one of China's most recognized blind box IPs, sold across more than 30 countries with annual sales exceeding 15 million units. The Emma universe is built around a magical woodland world where the character serves as "the guardian elf of the secret forest" — a concept Mo Ri developed by blending fantasy Lolita fashion aesthetics with ancient Chinese visual motifs and steampunk design. Mo Ri's design approach centers on narrative-driven series: each release is built around a distinct seasonal or thematic concept, from cherry blossom picnics and masked masquerades to midnight markets and tea party adventures. Beyond Emma, Mo Ri and MJ Studio have expanded into additional IPs including MIO Dessert Cat and Alice's Gift, and have pioneered AR-interactive collectible formats in the Chinese designer toy market.

Release History

From the debut series to the latest releases, this page tracks the complete Emma chronology. Series are sorted newest-first. Click any series to view its full product collection, pricing, and availability on TOYSEZ.