Homegrown designer toy brand Milolo has achieved a significant milestone after officially entering the Malaysia Book of Records for hosting the Most Participants in a Blind Box Unboxing Event in Malaysia.
The record-breaking event took place on January 24, 2026, bringing together 300 enthusiastic toy fans for a collective unboxing experience that celebrated creativity, community, and the ever-growing pop toy culture in Malaysia.
Organised by Milolo, the event marked a proud moment not only for the brand but also for Malaysia’s designer toy community. Fans from across the country gathered to share the thrill of unboxing blind boxes featuring Abby the Sheep, Milolo’s first-ever local intellectual property (IP).
The shared moment of anticipation and surprise transformed the unboxing experience into a memorable communal celebration.
A Designer Toy Playground at Central i-City
The record attempt coincided with the grand opening of Milolo’s tenth outlet at Central i-City, Shah Alam, which is also the brand’s largest store to date. For the occasion, the Central Concourse of Central i-City was transformed into a vibrant designer toy playground, creating a lively atmosphere where fans could interact, connect, and immerse themselves in pop toy culture.
Beyond the record-breaking unboxing, attendees were treated to a range of engaging activities throughout the day. Special appearances by popular cosplayers added excitement, while lucky fans stood a chance to win attractive prizes including an iPhone 17 Pro, an iPad, and an Apple Watch. The combination of entertainment, community engagement, and exclusive experiences highlighted Milolo’s focus on creating memorable retailtainment moments.
Abby the Sheep Takes Centre Stage
The undeniable star of the event was Abby the Sheep, the charming pop toy IP developed by Milolo. Recognised for her fluffy silhouette, adorable expressions, and whimsical outfits, Abby embodies a playful blend of innocence and imagination. Her soft aesthetic and heartwarming personality have quickly resonated with fans, making her a beloved character among collectors and casual fans alike.
Abby the Sheep represents Milolo’s commitment to developing original local IPs that bring warmth and joy into everyday life. Her growing popularity signals strong potential for Malaysian-created characters to stand alongside global names in the pop toy space.
Celebrating Malaysian Culture Through Pop Toys
In addition to Abby the Sheep, Milolo also showcased Why So Malaysia!, a series of Malaysia-inspired pop toys. This collection celebrates the nation’s culture and lifestyle through cute designs infused with local charm and heartfelt storytelling.
Together, these IPs reflect Milolo’s vision of blending creativity, cultural pride, and emotional connection into its products.
Commenting on the achievement, Datuk Millan Lee, Director of Milolo, described the Malaysia Book of Records recognition as an important milestone for both the company and the art toy fans who participated in the event. He highlighted the importance of such experiences in bringing together new fans, enthusiasts, and collectors while strengthening relationships within the community.
Datuk Millan Lee also shared Milolo’s future direction, emphasising the brand’s plans to continue expanding through creative retail experiences, a broader licensed IP portfolio, and the continued development of proprietary IPs like Abby the Sheep.
Rapid Growth Fueled by the Blind Box Phenomenon
Founded in 2021, Milolo has expanded rapidly, driven by the continued popularity of blind box collectibles that captivate fans across generations. Since 2024, the number of Milolo outlets has doubled, with its presence now spanning key retail locations including Pavilion Bukit Jalil, Mid Valley Megamall, Sunway Putra, Sunway Pyramid, AEON Bukit Tinggi, IPC Shopping Centre, 1 Utama, and now Central i-City.
The broader pop toy industry has also experienced remarkable growth. According to a report by Protege Associates, Malaysia’s pop toy market was valued at RM143.8 million in 2024, marking a 55.6% increase year-on-year.
The industry is projected to reach RM512.5 million by 2029, reflecting a compound annual growth rate (CAGR) of 28.9% from 2025 to 2029. Regionally, the South-east Asian pop toy market reached RM11.6 billion in 2023, underscoring the sector’s strong momentum.
With its record-breaking event, expanding retail footprint, and successful homegrown IPs, Milolo continues to position itself as a key player shaping the future of Malaysia’s pop toy landscape.
Keywords :
- Milolo Malaysia,
- Malaysia Book of Records,
- Blind Box Unboxing Event,
- Abby the Sheep,
- Designer Toys Malaysia,
- Pop Toy Industry Malaysia,
- Milolo Central i-City
