About Emma
Character-led toys with retail display in mind
Lucky Emma products work best when buyers can understand the series world, shelf presence and repeat purchase angle quickly.
Channel-ready brand evidence
Yanchuang Culture timeline and capability story.
2017
Yanchuang Culture founded
The company began as a cultural and creative industry-chain company focused on original IP.
2019
Original IP series launched
MIO dessert cat, EMMA Secret Forest, ALICE gifts and other blind-box series began entering the market.
2020-2021
Emma Secret Forest Tea Party became a channel hit
Warm, cute and healing character imagery helped Emma stand out among female collectible-toy consumers.
2021-2022
12M+ annual sales and industry awards
Award references include China International Toy Fair honors, TOPTOY awards and entry into Miniso channels.
2022-2023
Overseas market layout
Overseas market work expanded across Southeast Asia, Europe, Australia and North America.
2023-2024
Industrial park and branch offices
Dongguan Industrial Park was established, with branches in Beijing, Suzhou and Xiamen.
Lucky Emma product series matrix
Who should contact Lucky Emma
EMMA Secret Forest Core Lucky Emma world across blind boxes, building blocks, badges, home goods and accessories.
MISYA Magic academy, dreaming, idol and residence series for collectible toy channels.
Alice Gifts Fairytale-led giftable lines for lifestyle, toy and gift retail.
Killa / MIO cat / Baobao's / MANA Secondary character worlds broaden the assortment beyond a single hero IP.
Design language
Soft character worlds, blind-box suspense and giftable formats for repeat retail traffic.
B2B positioning
The new site separates procurement from consumer browsing so trade buyers can move faster.
Asset discipline
Original product photography stays central; scene imagery supports retail context only.
Original product assets
Market-ready
Selected from the original Lucky Emma product archive.
