Designer toys are no longer confined to collectors’ shelves. As younger generations embrace collectibles as part of their lifestyle, brands are creating immersive experiences that allow fans to step inside the worlds of their favorite characters.

This trend takes center stage in Singapore, where the character Crybaby turned into a full-scale ocean-themed attraction at the Singapore Oceanarium in Resorts World Sentosa. The activation marks the first time the collectible has been showcased inside a real oceanarium, transforming the toy line into an interactive experience inspired by marine life.

Instead of simply displaying figures, the attraction reimagines Crybaby as a cast of sea creatures, including a whale shark, anglerfish and pufferfish.

The experience begins outside the venue with two towering five-meter inflatable characters welcoming guests before leading them into galleries where larger-than-life versions of the collectibles continue the underwater journey. Character panels throughout the attraction introduce the personalities behind each marine-inspired figure while encouraging visitors to learn more about ocean conservation.

The growing popularity of designer toys has transformed collecting into a social activity, particularly among Gen Z and young millennials who value experiences as much as limited-edition merchandise. Interactive exhibitions, themed cafés and pop-up events have become extensions of the collectibles themselves, giving fans new ways to engage with the characters beyond purchasing blind boxes.

By bringing collectible culture into an immersive setting, the attraction reflects how today’s fans seek more than rare finds —they want memorable experiences that combine art, storytelling and shareable moments. For a generation that values both collecting and creating content, the latest evolution of designer toys offers the best of both worlds.