From a small toy shop to a beloved haven for collectors and fans across generations. Yumiko dives into the memories, milestones, and magic that built Action City into the pop culture powerhouse it is today. ✨

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Yumiko chats with Singapore’s very own Iron Man Collector, Terence Tee — the man who might just have more suits than Tony Stark himself. 🦾 Possibly the world’s largest collector of Iron Man figures, Terence shares how it all began, the story behind his very first piece, and the creative concept behind his jaw-dropping display room. Get ready for a deep dive into passion, precision, and pure Marvel madness!

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With kids spending more hours on screens and attention spans getting shorter, what role do toys still play in childhood? In this episode, we chat with Peter, Business Director at Querios Pte Ltd, about the importance of keeping play tangible, finding balance in a digital world, and why parents shouldn’t let devices replace toys entirely.

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Yumiko speaks with Mighty Jaxx’s Chief Investment Officer and Art Director, Samantha Sim, about how the brand collaborates with Singaporean artists to bring their creative visions to life—transforming designs into physical products that fans around the world recognise and love. They also share how Mighty Jaxx is opening up new revenue streams for local talent, and their vision of building a business that turns bold ideas into cultural icons.

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On this episode of #ShelfLife, Yumiko sits down with Star Wars superfans Shyam the Collector and Ray to uncover the truth about the 501st Garrison — from the meticulous work behind each screen-accurate costume to the passion that fuels this global fan community. 🌌✨ What does it take to join the ranks of these real-life stormtroopers? Follow us on Instagram! Awedio: @awediosg Yumiko: @yumiko.kayahara

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Is your fave childhood crew secretly a crash course in psychology? 🧠
On this episode of #ShelfLife, Yumiko sits down with actor Daniel Ang to break down the surprising mental health themes hidden in Winnie the Pooh — from Pooh’s food fixations to Piglet’s panic spirals and Eeyore’s eternal gloom. 🐷😟

Are these lovable characters more real than we thought?

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They’re cute, collectible… and ridiculously tiny. 😍🧸 In this episode of #ShelfLife, Yumiko gets the lowdown on the Bitty Pop phenomenon — with Ann Goh, the powerhouse behind @simplytoysg, one of Singapore’s OG toy retailers.

Why are these pocket-sized Funko figurines flying off shelves? From fan frenzy to display hacks, we dive into the world of tiny toys with big personalities — and how Simply Toys stays ahead of every collectible craze.

Follow us on Instagram!
Awedio: @awediosg
Yumiko: @yumiko.kayahara

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What’s cute, collectible, and causing major queue chaos? POP MART. 🎁🧸 In this episode of #ShelfLife, Yumiko unwraps the booming world of designer blind box toys—where every pull is a surprise and the hunt is half the fun. From rare chases to cult characters, find out why fans across the globe (and grown-ups too!) are hooked on these tiny drops of dopamine.

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Coins and banknotes aren’t just for spending—they’re tiny pieces of history! 🪙✨ In this episode of #ShelfLife, Yumiko explores the world of special issue memorabilia coins and banknotes with Mr Yip Pak Ling, Mint Director at the Singapore Mint. From commemorative designs to exclusive limited editions, discover why these collectibles hold deep sentimental and financial value—and how they capture the milestones that define our lives. 🏛️💎

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Mini magic is taking over! ✨ In this episode of #ShelfLife, Yumiko dives into the world of MGA’s Miniverse – Make It Mini Potions 🔮⚗️ From potion-making to pint-sized wizardry, discover how these insanely detailed collectibles are casting spells on toy lovers of all ages. Yes, even grown-ups are hooked.

😍🧙‍♀️ Follow us on Instagram!

Awedio: @awediosg

Yumiko: @yumiko.kayahara

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