Not Just a Collectible: Molly Transforms Crybaby into Thailands Soft Power, Shaking the Global Art Toy Market

Unveiling the path to success"Molly Nisa Srikhamdee"the Thai artist behind Crybaby, a character generating over 2.93 billion yuan in revenue, ranking among the Top 3 inPop Martalongside strategies to penetrate the global market

Behind the success"Molly - Nisa Srikhamdee"the first and only Thai artist signed with Pop Mart, creator of the character"Crybaby"which has become an IP worth tens of billions of baht, revealing a design strategy that uses"emotion"to connect people worldwide, achieving over 150% growth last year and outlining plans to sustainably expand the ecosystem into the global market

From"Somchun"to a world-renowned crying character

The success of "Crybaby" did not start from happiness but from understanding vulnerability. Molly (Nisa Srikhamdee), the artist and designer, said the character was inspired by"Somchun"her beloved dog who passed away. She chose to use"teardrops"as a medium to express deep emotions and feelings.

Crybaby stands out as a genderless character who is not human but represents emotions conveyed sincerely, enabling emotional engagement across diverse cultures. This has made it an art toy beloved by both Gen Z and white-collar workers worldwide.

The only Thai artist in Pop Mart with tens of billions in revenue

According to Pop Mart's 2025 financial report, Crybaby generated revenue of 2.93 billion yuan (approximately ten billion baht), with an extraordinary growth rate exceeding 150% over six years of partnership. This positioned Crybaby among the top three highest-earning IP characters in the company.

This success not only reflects significant business value but also affirms the potential of Thai artists on the international stage. Molly is the sole Thai artist entrusted to be in Pop Mart's main roster.

Dual market strategy targeting both mass and niche segments

Beyond growth in the mass market with Pop Mart, Molly founded the studio "Molly Factory" to serve niche markets, focusing on

• High craftsmanship: meticulous work emphasizing fine details,
• Limited editions: producing small quantities to enhance collectible value,
• Deep storytelling: conveying profound narratives through art.

This strategy has proven effective, as Molly Factory's affiliated businesses have grown revenue by more than 200% compared to 2024.

Next steps into contemporary art and Apple workshop

Molly is not stopping at art toys; she is leading Crybaby into the realm of contemporary art, including painting, sculpture, and ceramics. Recently, she was selected as Thailand’s representative to join a workshop commemorating the 50th anniversary of the global brand Apple, creating shared experiences with consumers through design.

"We want Crybaby to be more than a collectible; it’s a medium that connects people through experiences and emotions, which we prioritize in our long-term development," she said.

In 2027, marking Crybaby's 10th anniversary, major projects and new strategic collaborations are planned to propel this Thai IP brand toward sustainable growth on the global stage.