From Today until October 9, 2025
ICONSIAM, a global landmark on the banks of the Chao Phraya River, reaffirms its position as a Global Experiential Destination by collaborating with HEYONE, the renowned art toy studio from China and creator of popular characters such as OZAI, MIMI, FAYA, FURFUR, and MORE THAN ARTS & TOYS, Thailand’s leading importer and distributor of toys and collectibles. Together, they bring a parade of adorable characters to “HEYDAY PLAYLAND”, featuring the largest Pop-up Store ever in Thailand. Fans can shop premium merchandise and the latest collectibles, with highlights including the world premiere of exclusive art toy editions and a variety of special activities, all in a lively, playful atmosphere that transforms the River Park area into a joyful playground for art toy lovers. The event takes place from September 12 to October 9, 2025, at River Park, G Floor, ICONSIAM.
The HEYDAY PLAYLAND event marks another large-scale initiative by ICONSIAM to showcase global pop culture trends and provide world-class art experiences to Thai audiences. Through this creative space and internationally acclaimed works by HEYONE, ICONSIAM reinforces its commitment to becoming a hub for international art collaboration and cultural exchange.
CEO of HEYONE, said “This collaboration with ICONSIAM is a true reflection of ‘Collaboration to Win.’ Together, we have transformed this space into a Creative Playground for collectors and those eager to explore new experiences from HEYONE. This event sets several firsts: the largest Pop-up Store we have ever hosted, the world premiere of multiple exclusive art toy editions, and the first full showcase of HEYONE’s new series in one place. We have also prepared our largest range of special collectibles yet, all-new series, guaranteed to excite fans with every single piece.”
Founded in 2022, HEYONE is a renowned Chinese art toy studio committed to driving new cultural trends and celebrating the playful spirit of art toys. The brand emphasizes protecting artistic originality and creative IP characters, while fostering emotional connections between people and building deeper ties between its creations and global communities. Among its beloved characters are OZAI, MIMI, FAYA, FURFUR, and more.
Founded in 2022, HEYONE is a renowned Chinese art toy studio committed to driving new cultural trends and celebrating the playful spirit of art toys. The brand emphasizes protecting artistic originality and creative IP characters, while fostering emotional connections between people and building deeper ties between its creations and global communities. Among its beloved characters are OZAI, MIMI, FAYA, FURFUR, and more.
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HEYDAY PLAYLAND is not only the largest Pop-up Store in Thailand, but also HEYONE’s largest Pop-up Store ever organized worldwide. Fans can explore an extraordinary collection of the brand’s most popular characters and the widest range of toys and collectibles to date. The event is packed with exclusive activities and surprises, including:
• The world premiere of the MIMI Blind Box Overseas Special Edition
• Ozai-400%: The Silent Tragicomedy, a special edition available only at ICONSIAM
• The first-ever full showcase of the Oh Zai 400% series
• Exclusive Thailand-only limited editions, such as MIMI-Overseas Limited-Jiuzhou Odyssey, MIMI-Neo-Chinese Style The Poetry of Time in Four
Seasons, R3na-First Generation Product, and OZAI-First Generation Derivative Product Overseas Limited
The beautifully designed venue also features interactive zones, allowing visitors to fully immerse themselves in fun and joyful experiences. The opening event was joined by numerous celebrity art toy enthusiasts, including Ice–Paris Intarakomalyasut, Pond–Phuwin Tangsakyuen, Kaownah–Kittipat Kaewcharoen, and more. Adding to the excitement, HUHU, the creator of MIMI and founder of MIHU Studio, joined the event to meet fans and sign purchases of the MIMI Blind Box.
Art toy lovers should not miss the chance to shop premium merchandise, discover the latest collectibles, and enjoy exclusive activities designed especially for art and toy enthusiasts at “HEYDAY PLAYLAND” — the joyful playground on the Chao Phraya River, running from today until October 9, 2025, at River Park, G Floor, ICONSIAM.
For more information, visit Facebook: ICONSIAM or call 1338.
#ICONSIAM #Heyone #HeydayPlayland #morethanartsandtoys
• The world premiere of the MIMI Blind Box Overseas Special Edition
• Ozai-400%: The Silent Tragicomedy, a special edition available only at ICONSIAM
• The first-ever full showcase of the Oh Zai 400% series
• Exclusive Thailand-only limited editions, such as MIMI-Overseas Limited-Jiuzhou Odyssey, MIMI-Neo-Chinese Style The Poetry of Time in Four
Seasons, R3na-First Generation Product, and OZAI-First Generation Derivative Product Overseas Limited
The beautifully designed venue also features interactive zones, allowing visitors to fully immerse themselves in fun and joyful experiences. The opening event was joined by numerous celebrity art toy enthusiasts, including Ice–Paris Intarakomalyasut, Pond–Phuwin Tangsakyuen, Kaownah–Kittipat Kaewcharoen, and more. Adding to the excitement, HUHU, the creator of MIMI and founder of MIHU Studio, joined the event to meet fans and sign purchases of the MIMI Blind Box.
Art toy lovers should not miss the chance to shop premium merchandise, discover the latest collectibles, and enjoy exclusive activities designed especially for art and toy enthusiasts at “HEYDAY PLAYLAND” — the joyful playground on the Chao Phraya River, running from today until October 9, 2025, at River Park, G Floor, ICONSIAM.
For more information, visit Facebook: ICONSIAM or call 1338.
#ICONSIAM #Heyone #HeydayPlayland #morethanartsandtoys
