40th Anniversary of Mimi's Birth... Lotte Mart Launches 1980s Concept Mimi

Kim Bo-kyung, Executive Director of Lotte Mart (left), and Lee Jong-yeol, CEO of Mimi World, celebrating Mimi World's 40th anniversary.

[Asia Economy Reporter Jeon Jinyoung] Lotte Mart’s toy specialty store Toys "R" Us will launch two types of 1980s concept ‘Mimi dolls’ starting from the 28th to celebrate the 40th anniversary of the birth of Mimi, the pioneer of domestic fashion dolls.

According to Lotte Mart on the 26th, the limited edition 1980s concept Mimi dolls being introduced this time come in two versions. ‘Kind Friend Mimi 1982 Roller Skate Ride’ features checkered pants and a logo sweatshirt reminiscent of the 1980s, along with roller skates and a cassette tape that were popular at the time. ‘Kind Friend Mimi 1982 Joyful Picnic’ adds a straw hat suitable for a picnic mood to the floral pattern dress that Mimi often wore in the 1980s.

These products reproduce the classic atmosphere with a body size of 21cm, which was the size released at that time, as well as the face, aiming to evoke nostalgia among the MZ generation (Millennials + Generation Z).

From the 28th until the 7th of next month, a pre-sale of the 40th anniversary limited edition ‘Mimi’ dolls will be held at the Lotte Mart Toys "R" Us online mall on Lotte ON and the Mimi World brand store. Additionally, they will be available at some offline stores in August.

Kim Kyunggeun, head of the Lotte Mart Toy Team who planned this product, said, “As requests from Mimi fans who want to meet the nostalgic Mimi again continued, we planned the product inspired by the recent trend of launching newtro concept products.” The Lotte Mart Toy Team conducted a survey targeting Mimi fans at the Mimi Friends Cafe to understand the demand for 1980s products, and released two products featuring roller skates and floral dresses, which represent the 1980s, as the main items.

So far, Lotte Mart has released limited newtro concept products such as domestic character figures like Taekwon V and Ureme, and the console game ‘Jamex Mini.’ In the case of the Taekwon V figure, all 2,500 pre-prepared units were sold out. This is the first time a newtro concept product has been launched in girls’ toys.

Kim Bokyung, head of Lotte Mart’s Fashion & Hobby division, said, “We will continue to plan diverse products reflecting newtro concepts and recent trends to satisfy various customer needs, so we ask for your great interest.”

This content was produced with the assistance of AI translation services.