Corporate materials present Funism as a trendy entertainment and cultural brand under ELSKA. Its Chinese name, 玩乐主义, literally evokes an “ism” centred on play and enjoyment. The company’s stated philosophy asserts that fun should be part of everyday life, describing Funism as a world driven by curiosity, imagination, and happiness.

Industry exhibition material from the Hong Kong Toys & Games Fair has also described FUNISM as an entertainment brand registered under ELSKA, explaining that the name derives from “Fun” and emphasises the motto “Make Life More Fun.” This distinguishes Funism from conventional toy manufacturers; its identity is built heavily around IP culture, collecting, and character reinterpretation rather than the production of traditional children’s toys.

Funism maintains a broad product portfolio divided into several distinct categories.

Blind boxes

Blind boxes are among Funism’s most recognisable product formats. Each box contains a randomly selected character or design from a specific series. Collectors typically purchase multiple boxes to complete a set, with some series featuring rarer or secret figures. Funism produces blind-box collections based on both original designs and licensed characters, including Pokémon, Evangelion, Naruto, My Little Pony, Maltese, Mofusand, Butterbear, and Luo Xiaohei.2

Mini figures

The brand produces small display figures, notably through its Prime Figure Mini line. For example, its Pokémon Prime Figure Mini products reinterpret characters such as Mew in a compact, stylised form designed for display. Retailers describe these as high-quality, playful figures packaged in window boxes that allow for display without removing the figure from its packaging.3

Larger collectible figures

Beyond blind boxes and small figures, Funism manufactures larger character figures and statues aimed primarily at collectors rather than for traditional children’s play. International retail listings include larger Pokémon figures alongside smaller Prime Mini and Twinkmont formats.4

Plush and accessories

The catalogue extends to plush blind boxes, plush keychains, bag charms, and other accessories. Collections such as Luo Xiaohei include plush products, while the broader catalogue features various keychain-style merchandise.5 Corporate filings in Southeast Asia specifically identify Funism products as including blind-box collectibles, figurines, keychains, and accessories.6

A defining characteristic of Funism is its utilisation of established entertainment and character IP. The official catalogue lists collaborations involving properties such as:

• Pokémon
• Sanrio
• My Little Pony
• Evangelion
• Naruto
• Luo Xiaohei
• Mofusand
• Butterbear
• Maltese
• Care Bears
• Crayon Shin-chan
• The Outcast and related Chinese animation IP
• Douluo Continent
• Ultraman

The exact catalogue evolves as new series are released and older collections sell through.7 Rather than competing solely through original characters, Funism takes characters that consumers already recognise and places them into new visual concepts, poses, costumes, settings, and collectible formats.

Pokémon is one of Funism’s most significant licensed properties. The brand has developed numerous Pokémon collections, including:

• Palm Size Wonders
• Adventure! Eevee
• Enjoy!! Eevee
• Pikachu and Friends
• Flocked Figurines
• Prime Figure Mini
• Twinkmont
• Individual Pokémon figures

Retailers in Malaysia and Singapore currently list a substantial selection of Funism Pokémon products. The Palm Size Wonders concept turns Pokémon into particularly small collectible figures, while Prime Figure products provide a more conventional display-figure experience. This relationship illustrates Funism’s general approach of reinterpreting globally recognisable IP through multiple collectible formats rather than relying on a single product type.

Funism’s product ecosystem follows a structured development path:

1. Licensed IP: Selection of established characters.
2. Character reinterpretation: Application of unique product design and styling.
3. Collectible format: Production as blind boxes, mini figures, display figures, plush, keychains, bag charms, or accessories.
4. Collector community: Distribution to consumers.

This structure allows the same IP to reach different consumer segments, ranging from casual buyers purchasing individual blind boxes to serious collectors acquiring larger figures or full sets.

Funism describes itself as “a world of infinite possibilities, curiosity, imagination and happiness,” with the stated objective of making life more interesting through fun.8 This philosophy is reflected in the visual direction of its products; even when the underlying IP is serious or action-oriented, such as Evangelion, Naruto, or Pokémon, Funism frequently presents characters in cute, stylised, or highly collectible forms. Consequently, the brand sits at the intersection of pop culture, character design, toy collecting, and lifestyle merchandise.

Funism is categorised as a collectible or trendy-toy company rather than a traditional toy manufacturer. While traditional toy companies often focus on play value, durability, educational functions, and mass-market appeal for children, Funism emphasises character and IP appeal, visual design, collectability, limited series, display value, randomised purchasing mechanics, and fandom. This places Funism within the broader designer-toy, art-toy, and blind-box culture prominent in China and other Asian markets.

The brand has expanded beyond China and is visible through retailers in Asia, Europe, and North America. Products are listed by international retailers including Toys“R”Us Malaysia and Toys“R”Us Singapore.9 In Malaysia, retailers carry Funism Pokémon, Butterbear, Maltese, Evangelion, and other collections, with corporate material identifying Funism as an ELSKA brand specialising in trendy-IP products.10

Funism’s international storefront states that products are available through retailers including Amazon, Walmart, and LOFT, with availability claimed across more than 30 countries. The company also reports that more than one million products have been sold; however, these figures are company-reported rather than independently audited. Specialist collectible-toy retailers in Europe and Southeast Asia also stock the brand.

Funism is a brand belonging to ELSKA. Malaysian corporate documentation similarly describes Funism as an ELSKA-owned brand focused on trendy IP merchandise. A 2024 Philippine trademark publication lists Shenzhen Elska Cultural Creative Limited as the applicant for the FUNISM mark, covering toy models, figures, scale-model kits, dolls, action figures, games, trading cards, and related commercial activities.11 The corporate structure can be summarised as ELSKA Group operating Funism, which in turn manages licensed IP products across blind boxes, figures, plush, and accessories.

The name FUNISM is an English-style combination of “FUN” and “ISM,” conveying a “philosophy of fun.” The Chinese name 玩乐主义 reinforces this concept:

• 玩 — play
• 乐 — joy/fun
• 主义 — -ism / doctrine / philosophy

The name is interpreted as “the philosophy of play and fun,” consistent with the brand’s official positioning around “Make Life More Fun.”12

Representative Funism lines include:

As the catalogue changes frequently, this list is representative rather than exhaustive.

Funism maintains a noticeable retail presence in the Malaysian collectible-toy market. Toys“R”Us Malaysia hosts a dedicated Funism brand catalogue featuring Pokémon figures and blind boxes.13 Specialist retailer Ace Cards & Collectibles also carries Funism collections, including Pokémon, Maltese, Butterbear, Evangelion, and Alexander the Fat Tiger. This situates Funism within the growing ecosystem of Pokémon, blind-box, anime, and designer-toy collecting in the region.

Funism’s market appeal is attributed to several factors:

• Recognisable characters: Consumers often have pre-existing emotional connections to licensed IPs such as Pokémon, Naruto, or My Little Pony.
• Affordable entry point: Blind boxes and small figures allow consumers to begin collecting without the investment required for large-scale statues.
• Collecting psychology: Randomised blind boxes encourage set completion and the discovery of rare designs.
• Display value: Many products are designed as decorative collectibles rather than toys for repeated play.
• Variety: The company offers the same character universe across multiple aesthetics and product formats.

Funism operates within the same consumer trend as companies like Pop Mart, though its business model differs. Whereas the Pop Mart model typically relies on original or owned character IP to build a collectible ecosystem, the Funism model utilises licensed or popular IP, applies its own interpretation, and produces collectible products. In practice, Funism benefits from the existing popularity of established characters while contributing its own sculpting, styling, packaging, and product concepts.

The FUNISM name is used commercially for toys and related products. A Philippine trademark publication from 2024 records an application by Shenzhen Elska Cultural Creative Limited covering a broad range of toy and game categories, including toy figures, action figures, dolls, model kits, and trading cards. This aligns with Funism’s strategy of operating as an IP-focused merchandise and collectible brand.

Funism is a Chinese collectible-toy brand under ELSKA that specialises in transforming popular character IP into stylised, collectible merchandise. Core products include blind boxes, mini figures, display figures, plush items, keychains, and accessories. Distinguishing characteristics include blind-box collecting mechanics, stylised character design, internationally licensed IP, trendy collectible aesthetics, a strong pop-culture orientation, retail distribution across multiple countries, a significant Pokémon presence, multiple formats for the same IP, and a focus on collectors and fandom rather than conventional toy play.

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2. Home – TOP IPs Blind Box Art Toys Designer Toys
3. FUNISM – SUPER DRAGON TOYS
4. Funism Pokemon Mew Figure
5. Funism
6. Funism ✅ Juli 2026 100% Original – Official Store Indonesia
7. Products Tagged “Funism” – Ace Cards Sdn Bhd
8. Funism – Ace Cards Sdn Bhd
9. About Us – Funismglobal
10. Intellectual Property Center, 28 Upper McKinley Rd.
11. FUNISM Trademark Application of Shenzhen Elska Cultual Creative Limited – Serial Number 98172892 :: Justia Trademarks
12. FUNISM Trademark Application of Shenzhen Elska Cultual Creative Limited – Serial Number 97431218 :: Justia Trademarks
13. Funism – JUST FOR FUN | Collectible Toys & Licensed IP Products – Funismglobal