Chinese manufacturers have secured licenses to produce popular characters, including Transformers and Marvel Universe figures, and their products are now regarded as being “as well-made, or better than, those from Japan or the US.” This global convergence of manufacturing prowess provides collectors with an even wider array of high-quality options, further fuelling the hobby’s growth.
FROM HOBBYIST TO INFLUENCER: THE POWER OF AUTHENTICITY AND UNEXPECTED COLLABORATIONS
Wong’s deep-seated passion took an unexpected and exciting turn during the unprecedented period of the COVID-19 pandemic. With work halted, he sought to channel his energy into something productive and enriching. He enrolled in a social media video course at NAS Academy, an online platform dedicated to content creation, investing S$90 (US$70) in his burgeoning digital skills.
While his classmates gravitated towards conventional lifestyle topics, travel vlogging, or beauty product reviews, Wong, to their collective surprise, declared his intention to create videos about his toys. There was a sense of conviction in his choice, a quiet confidence in his unique subject matter. “I believe if you’re passionate and sincere, people who watch the videos will sense it and follow the channel,” he reasoned, a philosophy that has undeniably proven true.
Over the past two years, his Instagram toy channel has experienced an exponential surge in popularity. His genuine enthusiasm, coupled with his playful commentary and impressive collection, resonated deeply with viewers, transforming his personal hobby into a significant online presence. This burgeoning influence has not only broadened his reach within the collecting community but has also led to remarkable collaborations with major brands, a testament to the power of authentic content creation.
He has partnered with Ikea Singapore, demonstrating how their versatile storage solutions can be ingeniously used to organise model kit parts and collectibles – a practical, relatable application for any enthusiast. His collaboration with MyRepublic, a broadband service provider, saw him represent the target demographic of gamers and toy collector “geeks,” showcasing how their high-speed internet supports seamless gaming, streaming, and content consumption. These partnerships highlight the growing recognition of niche influencers and the value they bring to brands seeking to connect with specific demographics.
