How TOPTOY built a DIY-led Xiaohongshu launch for 三丽鸥搪胶拿铁宝宝 (Sanrio vinyl Latte Baby dolls)

For the August 2024 launch, the creative platform was “拿铁宝宝的下午茶/出游/换装” (Latte Baby’s afternoon tea/outings/outfit changes): afternoon tea, outings and outfit changes built around the doll. Under “来TT追三丽鸥明星” (come to TT for Sanrio stars), creators combined full-case unboxing, ita-bag DIY, doll-clothing tutorials and store check-ins. The 三丽鸥搪胶毛绒 (Sanrio vinyl plush) material, dressable frame and hook gave them practical features to demonstrate. Video dominated, allowing posts to show texture, handling and customisation steps, moving the product story from opening a blind box to styling and carrying it in everyday life.

The audience was young women interested in 三丽鸥 (Sanrio), blind boxes, DIY and ita-bag styling, including Gen Z students and urban female professionals. Posts used a close-friend recommendation tone, supported by friend tagging, peer recommendations and comment-section shopping guidance. Rather than discounts, TOPTOY used limited-edition framing, a store-search CTA and gifts: online orders noting 拿铁宝宝 (Latte Baby) came with a surprise gift, while full-case purchases included a plush ita bag.