Lucky Emma is tiny. Most of her figures stand about three to four inches tall, she lives in a forest that does not exist, and she changes outfits the way the rest of us change phone wallpapers. We also carry a lot of her. If you have walked past an MJ Studio blind box and wondered who the little girl in the lolita dress and animal ears is, this is the post for you.
So who is Lucky Emma?
Emma is an original character from MJ Studio, a designer toy studio. She is not from an anime or a game. MJ Studio's own story is simple: Emmas are miniature creatures native to a magical forest. They live in harmony with nature, love watching animals, and celebrate every holiday they can find. They also use magic to change how they look, which is why every series puts her in a new costume.
That last part is the whole hook. One series dresses her as forces of nature. Another throws her a tea party. Another turns her into a bakery bunny. Same face, same big eyes, completely different shelf. You will see a few names on the boxes. "Lucky Emma" and "EMMA Secret Forest" are the core line. "Unexplored Forest" is the older sibling of Secret Forest. "Lovely Emma" leans softer and cuter, often in plush. It is all the same girl.
Start here: one blind box, one thing that is not a blind box
Our advice for a first Emma shelf is the same as for any blind box line. Buy one box, then one open piece you get to choose. The open piece gives the shelf a center. The box gives you the fun of the pull.
For the box, we would start with the Secret Forest Beloved Series ($16.99). Each figure is Emma as a piece of nature. Moon is a white gown and floral crown. Star is a white suit with a starry headpiece. Wind gets a light blue beret and cat ears. Flower has bunny ears and color everywhere. Mountain is green and gold. Ocean is red and black with heart-shaped buns. There are two hidden figures too: Eternal, with horns and wings, at 1 in 96, and Guardian, with a heart-shaped shield, at 1 in 192. Six regulars means you have a fair shot at a favorite, and none of them is a dud.
If you like a softer look, the Tea Party Poetry Series ($15.99) is the classic Emma vibe: animal-themed lolita outfits, pastel colors, figures in the 3 to 4 inch range. Opera fans should look at the Masquerade Series ($15.99), where each Emma is dressed for a classic opera.
Beloved Series blind box · $16.99
Tea Party Poetry blind box · $15.99
Masquerade blind box · $15.99
Wishful Persimmon · $35.99
The open piece: pick the Emma you actually want
Blind boxes are fun until you pull the same one twice. So the second item on a starter shelf should be one you choose on purpose.
Our pick is Wishful Persimmon ($35.99). The story on the box is sweet: one Emma finds a ripe persimmon in the garden and makes herself a new outfit in its color. She is about 90 mm tall, bright orange, and she sits nicely next to the blind box figures because she is close to the same size. She is also a nice seasonal fit right now, while persimmons are actually in the stores.
Want something cozy for winter instead? The Snowman Night Light ($39.99) is Emma as decor. It is a working light, so it earns its spot on a desk or nightstand, and it is rated for ages 15 and up.
The soft side: plush and Lovely Emma
Not everyone wants hard vinyl. The plush side of Emma is where MJ Studio gets playful.
The Lovely Emma Sweet Treat Bunnies Series ($25.99) is a plush blind box made with Yanchuang. Each doll is about 17 cm tall, with glass eyes, posable feet and a hanging loop on top. The menu is Lychee, Sesame, Mint, Chocolate, Pancake and Mousse bunnies, plus two hidden flavors, Mocha and Coconut. It clips onto a bag, which is a big reason people like it.
If you would rather skip the surprise, the Yellow Emma cotton plush ($21.99) is a straight buy. She wears a yellow shawl with fluffy white trim and works as a gift for someone who likes cute things but has never heard of designer toys.
Sweet Treat Bunnies plush box · $25.99
Yellow Emma cotton plush · $21.99
Tea Party pin blind box · $14.99
Lucky Emma Baby keychain · $6.99
Small Emmas for under $15
Two easy add-ons if you are building a gift or just want a taste. The Lucky Emma Baby Keychain ($6.99) lets you pick your design: Donut, Dolphin, Cloud, Hat or Pony. No blind box, no gamble. The Tea Party enamel pin blind box ($14.99) is a 4.3 cm zinc alloy pin with names like Cranberries Count, Milky Way Ice Cream and Toffee Stars. Pins go on a bag or a board, so they do not fight your figures for shelf space.
The big one
Every line has a showpiece, and for Emma it is the larger-scale figures. The Lucky Emma (Berry) 300% ($219.99) is the Tea Party Emma at three times the usual size, the one MJ Studio pictures hosting a poetry meeting in the forest. This is not a starter piece and we will not pretend it is. But if a blind box Emma has already won you over, it is the natural next step, and it makes the small figures around it look like her guests.
A few honest tips
Blind boxes are random. We cannot pick a figure for you, and you can get duplicates if you buy more than one of a series. Our habit is to buy one box from two different series rather than two from the same one. Your shelf ends up with more variety, and a repeat stings less.
Emma figures are small, so display them in groups. Three or four on a little riser reads as a scene. One alone on a big shelf can get lost. A night light or a 300% figure in the middle pulls it all together.
And yes, we are biased. We sell this stuff, and we like it enough to carry a lot of it. You can browse everything in our Lucky Emma collection, or narrow it down with the blind box and plush collections. Most of the starter picks above live in the $10 to $20 range.
Shipping is a flat $5 anywhere in the US, and first orders get 10% off with the code WELCOME10. Pick your Emma and tell us which costume you pulled.
— Team Shumi