HiTOY

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.