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Dolls are no longer just for girls! UML, Hong Kong's largest hobby shop, introduced a new product at this year's Hong Kong Comic Festival. In so doing, UML has extended the traditional boundaries and norms for figures and dolls.

Taking Hong Kong's youth culture as its inspiration, "MIMO" has paired up two main characters named Mimi and Momo. They are good friends but each possesses a very different and unique personality. Self-confident Mimi, aged fifteen, has long hair and is outspoken. Her best friend Momo is a complementary opposite, being quiet and shy.

These dolls allow consumers to express their individuality and imagination through mixing and matching Mimi's and Momo's outfits. They can have many different hairstyles and postures which are interchangeable between each MIMO doll. Each MIMO doll pack also includes a stand which can be used to display the figurine as well as providing an attractive street setting.

The MIMO range is actually a reflection of Hong Kong's youth culture and society as it stands today. Additionally, external influences from both Japanese and Korean pop culture, plus western concepts, have shaped their preferences in music, language and fashion. Each MIMO pack includes accessories related to each specific collection, including such things as the latest mobile phones, cosmetics and fashion accessories, just like the young people on the streets of Hong Kong are wearing.

To provide consumers with a greater sense of intimacy with these personalities in the collection, Mimi and Momo are placed in the settings of local Hong Kong areas like Mong Kok and Causeway Bay. ICQ language and a mixture of Cantonese and English are used in the packaging and throughout MIMO's website diary entries.

MIMO dolls mark a revolution away from conventional figurines and dolls. The doll itself is composed like a figurine, but still allows owners to mix and match their fashion clothing and accessories, and in addition they reflect their owners' personalized style and enable them to express their imagination. Furthermore, MIMO dolls are creating their own pop culture as MIMO lovers go out onto the street of Hong Kong and snap photos of their MIMO dolls in realistic surroundings. These new and exciting story-based MIMO dolls have developed a pop culture of their very own! Indeed MIMO has met with an exuberant response from Hong Kong young people as well as doll lovers from all around the world !