LuLu the Piggy

Product brand

A Chinese collectible art-toy character brand centered on a pink pig elf known for blind-box figures and companionship-themed storytelling.

Last updated October 9, 2026

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Overview

LuLu the Piggy is a Chinese collectible art-toy and character brand built around a pink pig elf created by the independent artist Cici. The character belongs to the creative world associated with Cici's Story, the brand founded by Cici, and is presented as a gentle, curious and slightly comical companion. LuLu's visual identity is based on a pig-like character with a pink appearance and playful poses, while its narrative premise describes a pig elf emerging from a luncheon can after becoming curious about the wider world. Cici began working as a handmade artist in 2014, initially producing felted-wool art. LuLu the Piggy subsequently developed as a character IP and entered the commercial art-toy market through a collaboration with Toyzeroplus. The first LuLu blind-box series was created with Toyzeroplus in 2019. Blind-box packaging conceals the specific figure until purchase and opening, a format that encourages collecting, trading and the pursuit of less-common designs. This launch helped move LuLu from an independent character concept into a recognizable collectible-toy property. The character was publicly introduced at the 2019 Shanghai Toy Show and became associated with the growing Chinese and Asian art-toy scene. Its appeal is framed around healing, emotional comfort and companionship rather than an aggressive or heavily action-oriented fantasy setting. Those themes broaden the potential audience beyond children to adult collectors and fans of designer toys. Collectors in Hong Kong have been particularly visible supporters, and the character has appeared in retail-mall activations, pop-up stores, themed merchandise and promotional installations. LuLu's commercial activity has included standard collectible figures, blind-box series, limited seasonal releases and event-exclusive merchandise. Collaborations and retail events have allowed the character to be adapted to local occasions and themes. In Hong Kong, T.O.P. mall used multiple LuLu installations for a 2020 Valentine's Day program, including a large inflatable figure on the roof. In 2024, the brand issued Dragon Year-themed merchandise for the Chinese zodiac year. During the 2024 Summer Olympics period, Toyzeroplus and Hong Kong's MOSTown organized a sports-themed campaign featuring LuLu characters as athletes and more than 100 exclusive products. The brand also marked its fifth anniversary with a Thailand debut pop-up at Siam Discovery under the theme “Stay with you Bangkok,” alongside a pop-up presence in Taichung. LuLu the Piggy's brand model combines character licensing, designer-toy collecting, scarcity-based blind-box mechanics and experiential retail. Toyzeroplus has been an important production and collaboration partner, while Cici's Story provides the originating creative identity. Publicly available material does not establish a separate corporate headquarters, listing status, revenue figures or a complete ownership structure beyond the association with Cici's Story. The available evidence supports describing LuLu as an active character-led collectible brand with activity concentrated in China and nearby Asian markets.

History

LuLu the Piggy is a character-led collectible-toy brand created by Cici, an independent Chinese artist and the founder of Cici's Story. Cici began her creative career in 2014 with felted-wool handicrafts. LuLu later emerged as a pink pig elf with a curious personality, playful gestures and a story about leaving a luncheon can to explore the world. The character's core emotional themes are companionship and “healing,” positioning it as a comforting lifestyle character as well as a collectible object. The brand's major commercial turning point came in 2019, when Toyzeroplus collaborated with Cici to create the first LuLu the Piggy blind-box series. Blind boxes hide the individual design until opening, encouraging repeat purchases, collecting and trading. LuLu was also presented at the 2019 Shanghai Toy Show, where it gained visibility within China's expanding designer-toy and art-toy community. This exposure helped establish the character as a contemporary IP rather than solely an independent handmade-art creation. LuLu's subsequent development has relied on collectible figures, limited products, retail activations and collaborations. Hong Kong became an important market for visibility and fan support. In 2020, T.O.P. shopping mall in Mong Kok used LuLu in a Valentine's Day installation, displaying multiple poses and variations and placing a three-metre inflatable figure on the roof. These activations demonstrated how the character could function as a public-facing retail mascot as well as a boxed collectible. The IP has also been adapted to seasonal and cultural occasions. A Dragon Year product release appeared in 2024, aligning LuLu merchandise with the Chinese zodiac calendar. During the 2024 Summer Olympics period, Toyzeroplus and MOSTown in Hong Kong created “MOST-OLYMPIGS Summer Adventure,” transforming the mall into a sports-themed venue. The program included more than 100 exclusive LuLu products, participatory games and weekend or holiday AR filters showing LuLu as a badminton player, swimmer and taekwondo practitioner. Visitors could share the filters on Instagram for opportunities to receive merchandise or shopping-related prizes. The same year, LuLu marked its fifth anniversary with a Thailand debut pop-up at Siam Discovery in Bangkok under the theme “Stay with you Bangkok.” A further pop-up was reported in Taichung. These activities indicate a regional expansion model based on temporary retail, event-exclusive goods and localized storytelling. Public sources do not provide a complete chronology of every product series, production volume, corporate entity or financial result. The documented history nevertheless shows a progression from Cici's handmade-art practice, to a character IP, to a Toyzeroplus-backed blind-box property and then to a broader Asian collectible and experiential-retail brand.

2024
Dragon Year collection
[1]LuLu the Piggyen.wikipedia.org
LuLu the Piggy releases merchandise connected to the Year of the Dragon.
2024
MOST-OLYMPIGS Summer Adventure
[1]LuLu the Piggyen.wikipedia.org
MOSTown and Toyzeroplus host a sports-themed Hong Kong activation featuring exclusive products and AR filters.
2024
Thailand pop-up debut
[1]LuLu the Piggyen.wikipedia.org
The brand celebrates its fifth anniversary with its first reported Thailand pop-up at Siam Discovery in Bangkok.
2020
Hong Kong Valentine's Day installation
[1]LuLu the Piggyen.wikipedia.org
T.O.P. mall presents LuLu-themed installations and a large rooftop inflatable figure in Mong Kok.
2019
First Toyzeroplus blind-box series
[1]LuLu the Piggyen.wikipedia.org
Toyzeroplus collaborates with Cici to create the first LuLu the Piggy blind-box series.
2019
Shanghai Toy Show appearance
[1]LuLu the Piggyen.wikipedia.org
LuLu the Piggy is introduced at the Shanghai Toy Show and gains recognition in the art-toy market.
2014
Cici begins her handmade-art career
[1]LuLu the Piggyen.wikipedia.org
Creator Cici begins working as an independent handmade artist, initially focusing on felted-wool art.

Products and positioning

A healing and companionship-oriented designer-toy IP for collectors and fans of character merchandise, distributed through blind boxes, limited figures, pop-ups and themed retail experiences.

Blind-box collectible figures · 2019
LuLu the Piggy blind-box figures
The blind-box range is the product format most closely associated with LuLu the Piggy's rise in popularity. Each sealed package contains a figure whose specific design is not known before opening. Different poses, costumes or variations create a collecting system and support trading among fans. The first series was produced through the 2019 collaboration between Cici and Toyzeroplus.
Designer art toys
Limited-edition LuLu the Piggy figures
Limited and event-linked figures extend the character beyond regular blind-box assortments. These products can use special poses, themes or presentation formats and are associated with pop-ups, shopping-mall programs and anniversary activities. Public reference material confirms the existence of multiple variations but does not provide a complete catalogue or production data.
Themed character merchandise · 2024
Seasonal and zodiac merchandise
LuLu has been adapted for calendar and cultural occasions, including a Dragon Year release in 2024. Such products use the established pig-elf character in a topical design language and give collectors occasion-specific additions to the broader range.
Promotional and pop-up merchandise · 2024
Event-exclusive LuLu the Piggy products
Retail events and pop-ups have offered products made for particular campaigns or locations. The 2024 MOST-OLYMPIGS program in Hong Kong was reported to include more than 100 exclusive LuLu items, while anniversary and international pop-ups provided additional localized retail opportunities.

Marketing campaigns

2024MOSTown x LuLu the Piggy MOST-OLYMPIGS Summer Adventure
Hong Kong
MOSTown and Toyzeroplus converted the mall into a sports-themed LuLu experience during the 2024 Summer Olympics period. The program included games, more than 100 exclusive products and Instagram AR filters depicting LuLu as a badminton player, swimmer and taekwondo practitioner.
Outcome. Visitors could participate at no charge and share AR-filter content for chances to receive exclusive merchandise or designated shopping coupons.
Source
2024LuLu the Piggy – Stay with you Bangkok
Thailand
LuLu marked its fifth anniversary and Thailand debut with a pop-up store at Siam Discovery in Bangkok. A separate LuLu pop-up was also reported in Taichung during the July–August period.
Outcome. The activity expanded the brand's temporary-retail presence beyond Greater China into Thailand.
Source
2020T.O.P. x LuLu the Piggy Valentine's Day installations
Hong Kong
T.O.P. shopping mall in Mong Kok presented LuLu figures in different poses and variations for Valentine's Day and installed a three-metre inflatable LuLu on the roof.
Outcome. The campaign made LuLu a prominent temporary visual feature of the mall and increased its public visibility in Hong Kong.
Source

Brand decisions

2024
Expand through themed experiential retailStrategy
Background
The brand's collectible identity could be extended into public installations, localized events and social-media participation.
Action taken
LuLu participated in the MOST-OLYMPIGS mall campaign in Hong Kong and anniversary pop-ups in Bangkok and Taichung.
Aftermath
The documented programs broadened LuLu's presence from packaged collectibles to regional pop-up retail and interactive brand experiences.
Source
2019
Adopt the blind-box format through ToyzeroplusProduct launch
Background
LuLu the Piggy was developed as a collectible character IP and needed a commercial format suited to repeat collecting and design variation.
Action taken
Cici collaborated with Toyzeroplus on the first LuLu the Piggy blind-box series.
Aftermath
The series helped make LuLu a trendy art toy and became the foundation for later figures, limited products and retail activations.
Source

Sources7 sources

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