Editor’s Note
This article explores the unexpected surge in popularity of Japanese small animal dolls, like Sylvanian Families, in Mexican markets. It highlights how cultural trends can cross borders and the market dynamics, including imitation products, that emerge from such demand.
Small animal dolls born in Japan have been gaining popularity in Mexican markets since the end of 2023. The attention is so significant that even pirated versions of Sylvanian Families are circulating. A reporter from the Spanish newspaper “El País” visited the scene of this boom.
In the increasing number of open-air markets in Mexico City, residents flock on weekends to find everything they need for daily life, from food and household goods to cosmetics. Outside the Balderas metro station in the city center, a market has been selling all kinds of toys for years, particularly “Hot Wheels” mini cars from Mattel. However, since December 2023, Sylvanian Families dolls have come to dominate most of the stalls.
And now, this more bustling-than-ever place is known as the “Ternurines Market” (“Ternurines” or “Ternurín” is the Mexican name for Sylvanian Families and the dolls). Here, one can find everything from standard and popular models to accessories and related products.
When the Japanese manufacturer Epoch released Sylvanian Families in 1985, it became a staple for all generations. Epoch advertises these anthropomorphic animals as a “timeless staple toy that encourages family values.” Their popularity is so high that a TV series starring the dolls was created.
Over time, Sylvanian Families became a collection item in niche markets worldwide. Currently, they have spread to the masses through social media, with a large portion of the new customer base using social platforms to create new, more dramatic narratives, sidelining the family values aspect in favor of the TV series.
Japan has official shops specializing in Sylvanian Families, and part of the current popularity stems from the manufacturer starting to sell “blind bags” in 2019. The feature of not knowing which doll you’ve bought until opening the package stimulated the purchasing desire of many consumers.
However, the story in Mexico is different. Rabbits, hedgehogs, mice, giraffes, and other small animals arrived in the country in the 90s via the company “Fotorama.” They gained popularity in the analog world but never surpassed more famous, eye-catching, and expensive toys.
Then, in 2024, people began using these dolls to create memes through social media videos, sharing their experiences or creating stories. In the Balderas market, many stalls that once specialized in Hot Wheels shifted their main focus to handling these dolls. Sylvanian Families instantly became a trend across all age groups.
