The Little Things is built around nostalgia and fandom, how did you identify that there was a real retail gap there?
We noticed something simple but powerful. No matter the age, people are drawn to things that spark joy and connection. Kids and adults alike want pieces that tie them to the shows, games, and characters they love. Not just products, but something personal and meaningful.
What we saw missing wasn’t just product. It was experience. The market lacked a space that brings nostalgia and fandom together in a way that feels immersive, interactive, and easy to explore. A place where discovery is part of the journey, not just the purchase.
That’s where The Little Things comes in. We built it around the idea of retailtainment. A space where retail meets experience. Where every visit feels engaging, from the way products are displayed to the stories behind them. You don’t just walk in to buy something. You walk in to explore, to feel something, and to reconnect with what you love.
Whether it’s reliving a childhood memory or discovering a new obsession, we want people to leave with more than a product. We want them to leave with a feeling.
Pop Mart and Bandai Namco are huge gets, how do you approach landing exclusive partnerships like that as a regional player?
Our ability to partner with global brands like Pop Mart and Bandai Namco is rooted in our foundation, Jazeel Distribution.
Jazeel has played a crucial role in building trust. Through years of strong relationships, consistent delivery, and deep market understanding, it has given global brands the confidence to partner with us and trust The Little Things to represent them in the region.
Beyond access, we bring real insight into the Middle East’s growing fandom culture. We understand the audience, the behavior, and how to translate global brands into meaningful local experiences.
Together, The Little Things and Jazeel Distribution create a seamless bridge between global brands and regional consumers. Not just as a retailer, but as a trusted partner that helps brands enter, grow, and truly connect with the market.
You’ve expanded into Uzbekistan and Latvia, which aren’t obvious next steps. What drew you to those markets?
We’ve always approached growth with a global mindset. Markets like Uzbekistan and Latvia may not be obvious, but that’s exactly what drew us to them: growing demand, limited access, and a real opportunity to introduce a curated pop culture retail experience.
Our goal is to expand across Europe, America, and beyond, and position The Little Things as a global gateway for pop culture collectibles. At its core, it’s about unlocking these worlds for everyone, everywhere.
What does the collectables customer in the Middle East look like compared to their counterpart in, say, Japan or the US?
The Middle East collectibles customer is highly engaged but part of a younger, fast-growing market. Unlike Japan or the US, where collecting is more established and specialized, customers here are more discovery-driven and open to different fandoms and formats.
There’s also a strong overlap between casual fans and serious collectors, with many entering through nostalgia or trends and becoming more invested over time.
It’s an evolving space, which makes it exciting, because we’re not just serving demand, we’re helping shape it.
What are you personally obsessed with collecting, if anything?
We’re drawn to things that bring genuine joy, the thrill of unboxing and the nostalgia of childhood characters. It could be a character we grew up with or one we currently admire or idolize, or collectibles that feel meaningful to own because they reflect our personality. We love both sides: the emotional connection and the hunt for rare, numbered pieces.
Is there a brand or concept you’d love to bring to the region that you haven’t managed to yet?
One concept we’re developing is Keysan, our brand mascot, as a central character within The Things, the official merch line of The Little Things.
It’s already in the works, and we’re excited to bring it to life through keychains, plushies, trading cards, stickers, apparel, and even storytelling formats like manga or short narrative content, building something people can collect, interact with, and grow to love over time.
What’s the most surprising thing a customer has ever told you about what The Little Things means to them?
At events and in-store interactions, what surprises us most is how personal the connection to The Little Things has become for many customers. Many share that they’re big fans, that a significant part of their collection comes from us, and that they genuinely enjoy our social media content because it feels funny and relatable.
What stands out even more are the small, spontaneous moments when customers light up talking about Keysan and call him cute. It’s in those moments that we really see the emotional connection people are building with the brand.
What do you think most people get wrong about the retail business in this region?
A common misconception is that retail here is purely trend-driven. In reality, customers are highly engaged and value storytelling, identity, and emotional connection.
Another thing people underestimate is how quickly the market is evolving. The appetite for niche, global brands is growing fast, and customers are very informed, they know what they want and are open to discovering new concepts if they feel authentic and well-curated.
