Diana Farah

DUBAI: This year, The Little Things marks its 10th anniversary at Middle East Film & Comic Con (MEFCC), celebrating a decade of anime, manga, and collectibles with fans across the region.

“When we started 10 years ago, The Little Things was just one small booth with a big dream—to share the joy and creativity of pop culture with the region,” Hassan Tamimi, CEO of The Little Things said. “Today, we’ve grown to six distinct booths, each representing a different side of pop culture.”

These include dedicated spaces for Bandai Namco, Good Smile Company, Pop Mart, Friends, and Dress to Impress, in addition to the brand’s flagship booth.

This growth reflects the booming interest in Japanese pop culture across the Middle East. Once considered niche, anime and manga have become widely popular in the region, fueled by streaming platforms, regional events, and a fan base that continues to grow.

According to Tamimi, part of the cultural resonance between Arab and Japanese audiences lies in shared values such as honor, tradition and community.

“These themes make anime and manga deeply relatable,” the CEO said, noting that the emotional depth and storytelling of Japanese media continue to captivate fans across the region.

Tamimi said The Little Things has seen a rise in popularity of blind boxes and designer art toys over the past year. These collectibles, often packaged as mystery items, have brought a sense of surprise and joy to collectors of all ages.

“Fans are looking not just for products, but for the joy of discovery,” they said.

The collectibles market in the Middle East largely plays on old-school nostalgia as well as more modern franchises.

While classics like Grendizer, Captain Majed, and Jumaro remain icons, titles like One Piece, Naruto, and Demon Slayer are leading the charge among younger fans.

“This mix of heritage and modernity keeps the scene vibrant and evolving,” Tamimi said.

For this year’s MEFCC, The Little Things has something special in store: three limited-edition Funko Pop exclusives featuring Luffy Gear 5 and Smoker from One Piece, and Itachi from Naruto. These sought-after figures are available only during the event and are expected to draw long lines from collectors.

Looking ahead, the brand is leaning into a new era of experience-driven engagement.

“Fans today want more: interactive displays, augmented reality, exclusive online drops, and community-driven challenges are becoming key parts of the experience,” they said.

As MEFCC continues to expand its influence across the region, The Little Things stands a partner in shaping the cultural conversation when it comes to all things collectibles.