KUALA LUMPUR: Milolo Bhd, a homegrown designer toy company, has opened its flagship premium concept store at Ombak KLCC and launched a celebrity blind box collectible in collaboration with singer and actress Bella Astillah.
The company, in a statement, said the new outlet forms part of its expansion across major shopping malls and high-traffic locations.
Managing director and founder Datuk Millan Lee said the Ombak KLCC outlet could serve as a model for future flagship stores in Malaysia and overseas.
Unlike its regular outlets, the new store will place greater emphasis on Milolo’s characters and intellectual property (IP), as well as activities for collectors.
Milolo also launched Bella’s Blind Box as part of its strategy to develop original IP based on Malaysian personalities.
Lee said the company plans to work with more Malaysian entertainers, artists, creators and influencers to develop collectible characters and related products.
The move is part of Milolo’s strategy to reduce its reliance on third-party branded collectibles and build its own IP portfolio and commercialisation platform.
Meanwhile, Bella Astillah said the collaboration allowed her to create a collectible character for her fans while working with a Malaysian brand.
“Bella’s blind box represents a different side of me — something playful, creative and something I can share with my fans.
“I’m also very happy this collaboration is with a Malaysian brand, because I believe we have so much creative talent and potential here in Malaysia.”
