Tracing the path to success“Molly Nisa Srikumdee”The Thai artist behind Crybaby, a character that has generated over 2.93 billion yuan in revenue, ranking among the Top 3 on Pop Mart, with a global market penetration strategy.
Behind the scenes of success“Molly - Nisa Srikumdee”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. She revealed the design strategy that uses“emotion”to connect people worldwide, achieving over 150% revenue growth last year, alongside plans to sustainably expand the ecosystem into the global market.
The success of “Crybaby” did not start from happiness but from understanding vulnerability. Molly (Nisa Srikumdee), the designer, explained that 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's uniqueness lies in being a genderless character and not human, but a sincere representation of emotions, allowing it to create emotional engagement across diverse cultures. This has made it an art toy beloved by both Gen Z and white-collar workers worldwide.
According to Pop Mart’s 2025 financial report, Crybaby generated revenue of 2.93 billion yuan (approximately ten billion Thai baht), with explosive growth exceeding 150% within just six years of collaboration. This placed Crybaby among the top three highest-earning IP characters for the company.
This success not only reflects business value but also confirms the potential of Thai artists on the global stage. Molly is the only Thai artist trusted to be part of Pop Mart’s main roster.
Beyond growth in the mass market with Pop Mart, Molly established the “Molly Factory” studio to serve niche markets, focusing on
This strategy has proven successful, as Molly Factory’s affiliated businesses have grown revenue by over 200% compared to 2024.
Molly is not stopping at art toys; she is leading Crybaby into the world of contemporary art—including painting, sculpture, and ceramics. Recently, she was selected to represent Thailand in a workshop commemorating the 50th anniversary of the global brand Apple, aiming to create consumer experiences through design.
“We want Crybaby to be more than a collectible; it should be a medium connecting people through shared 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 drive this Thai-made IP’s sustainable growth on the international stage.