Hamburg, Germany June 11th, 2026— Mtime, the global pop culture and lifestyle merchandise platform under Ruyi Film, has officially partnered with the emoji® brand, one of the world’s most recognizable and beloved lifestyle brands, to launch the new „The emoji® brand Clinic“ collection. Built around the idea of „less seriousness, more happiness,“ the collaboration transforms everyday emotional ups and downs into a series of playful, collectible products designed to deliver a much-needed dose of joy. The collaboration was facilitated by Medialink Group Limited.
Inspired by the pressures of modern life—from workplace stress to emotional overload amongst young consumers—the collection introduces the concept of an „EMO Emergency Room,“ a humorous take on the popular internet slang „emo,“ often used to describe feeling emotionally drained or down. By combining the emoji® brand’s iconic visual language with light-hearted wellness themes and internet culture, the collection turns happiness into something tangible, portable, and part of everyday life.
A Prescription for Better Moods
The collection features three key product series designed around the theme of „curing unhappiness“:
Working Adult Slow-Release Plush Badge
Inspired by pharmaceutical blister-pack packaging, this multifunctional plush badge features classic emoji® brand designs and reimagines emotional support as a fun, collectible accessory. Designed as a playful companion for busy working adults, it offers a lighthearted way to ease the small frustrations of everyday life.
„Dou Ni Wan“ Plush Blind Box Series („Cheer-Me-Up Capsules“)
A playful wordplay on the Chinese phrase dou ni wan („just kidding“ or „having fun with you“), this capsule-inspired blind box collection comes packaged in miniature medicine bottles filled with surprise emoji® brand characters. Combining collectibility, styling appeal, and a sense of discovery, the series delivers a cheerful reminder not to take life too seriously.
Happy Toilet Collectible
Featuring an unexpected and humorous toilet-themed design, the Happy Toilet draws inspiration from the Chinese expression suggesting that when everything „flows smoothly,“ life tends to run more smoothly too. Equal parts practical and conversation-starting, the item brings a dose of fun and optimism into everyday routines.
The collection extends emoji® brand’s universally recognized visual identity while incorporating Mtime’s youthful and entertainment-driven brand personality. Combining visual appeal, practicality, and social-sharing potential, the products are designed to resonate with the lifestyles, aesthetics, and emotional needs of today’s young consumers.
Available Across Online and Offline Channels
The collection will be released simultaneously through a wide range of online and offline retail channels, including:
- Tmall – Mtime Designer Toys Flagship Store
- rednote– @Mtime
- Douyin – @Mtime Designer Toys Store
- Wanda Cinemas
- HOYTS CINEMA
- Selected key-account retail partners nationwide
Chris Chen, Project Manager at Mtime, commented: „Our collaboration with the emoji® brand represents another exciting step in Mtime’s continued exploration of IP development and trend-driven consumer products. By leveraging Ruyi Film entertainment ecosystem and Mtime’s media and retail resources, we hope to create products that deliver emotional value beyond the movie-going experience. Through playful and uplifting merchandise, we aim to encourage a more positive and lighthearted approach to everyday life.“
Marco Hüsges CEO and Founder of the emoji Company says: “We believe that happiness should be simple, accessible, and part of everyday life. Our collaboration with Mtime on ‘The emoji® brand Clinic’ collection brings this philosophy to life in a playful and unexpected way. By transforming everyday emotions into lighthearted, collectible experiences, we aim to remind people—especially younger generations—not to take life too seriously and to find joy in even the smallest moments.”
