HiTOY

Brand

HiTOY

1 Characters · Designer Toy Collectibles

About

HiTOY is a Chinese designer toy studio founded in 2022, specializing in original character development through collaborations with independent artists. The studio positions its work around emotional resonance and delicate character craft. Its flagship IP, Nommi — developed in partnership with artist Luo Jiujiu — launched in 2024 as a gentle, round character with a soft, dreamlike aesthetic. HiTOY distributes through specialty toy retailers and online platforms, targeting Chinese and international designer toy collectors.

All Characters — 1

Nommi
Nommi

Collaborating Artists

Designers & Creators

HiTOY partners with independent artists and studios. Each character is created in collaboration with a single designer or creative team.

Luo JiujiuChinaNommi

Design Style

Soft surrealism with plush textures, pastel palettes, and a healing, emotionally warm character design language rooted in childhood nostalgia.