Monchhichi Madness: How a 50-Year-Old Doll Is Beating the Hype Toys
Part of composite article U.S. and Nigeria Launch Joint Air Campaign Against Terrorists View full article →
A classic Japanese doll is experiencing a surprise comeback. Sales of the Monchhichi, first launched in 1974, are soaring. Industry experts link its revival directly to the craze for Labubu, a modern designer toy.
The connection is not obvious. Labubu is a mischievous, pointy-toothed character. Monchhichi is a soft, gentle-faced doll that sucks its thumb. But both are highly collectible. Fans of the trendy Labubu are now seeking out Monchhichi as a complementary collectible. This has created a new wave of demand.
Major Japanese toymaker Sekiguchi Corporation reports a sharp sales increase. The company is struggling to keep Monchhichi in stock. Some popular models now sell for double their price on resale websites.
The phenomenon shows how a modern trend can revive a legacy brand. The Monchhichi, once a symbol of 1970s and 80s childhood, is finding a new generation of owners. Its resurgence proves that in the world of toys, nostalgia and hype can work together.