OH!SOME blends pop culture and eSports fandom through premium collectible cards

Lifestyle retailer OH!SOME has kicked off 2026 with the launch of two globally recognised collectible card sets, leaning into nostalgia and eSports culture as part of its broader strategy to create emotionally driven, experience-led retail.

The new launches include Pixar Collectible Cards, released in celebration of Pixar’s 40th anniversary, and the 1Play × MLBB M7 World Championship 2026 E Series Trading Card Collection, an official set commemorating the pinnacle of global Mobile Legends: Bang Bang eSports competition. Both collections are now available at selected OH!SOME stores, with the MLBB series rolling out from 23 January across Indonesia and Singapore, timed to coincide with the M7 World Championship and M7 Carnival events in Jakarta.

The introduction of the two IP-led collections underscores OH!SOME’s intent to expand the collectible card category in Southeast Asia by combining globally familiar entertainment franchises with premium product design. The Pixar series features characters from films such as Toy Story, Finding Nemo, Inside Out, and Monsters, Inc., tapping into cross-generational emotional connections rooted in storytelling and childhood memories.

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Running in parallel, the MLBB M7 collection targets eSports fans by spotlighting top players and teams from the world championship. Designed as both memorabilia and fan engagement tools, the cards incorporate special finishes such as multi-laser holographic effects, tactile film, and night-glow dual-mode features. Selected cards also carry player signatures, adding scarcity and perceived collectible value.

Jonathan Qiao, head of brand at OH!SOME, said the dual launch reflects the retailer’s focus on relevance and emotional engagement. “The introduction of these two iconic IPs from the global entertainment and eSports worlds reinforces OH!SOME’s commitment to expanding the collectible card category in Indonesia through meaningful and engaging collaborations. Meanwhile, 1Play × MLBB M7 World Championship 2026 E Series Trading Card Collection represents the passion, energy, and competitive spirit of today’s eSports culture,” he said.

“To further enhance the interactive experience, collectors of the 1Play × MLBB M7 World Championship 2026 E Series Trading Card Collection can also log into the 1Play platform to access additional features. Through these two iconic IPs, we hope customers can enjoy a more personal, fun, and rewarding collecting experience,” Qiao added.

Beyond fandom, OH!SOME is positioning collectible cards as products that extend beyond transactional value. The brand highlights collecting as a medium for learning, play, and nostalgia - particularly for families navigating shared experiences across generations.

Clinical psychologist Mutiara Tioni Asprilia noted the developmental benefits of collecting when guided appropriately. “Collecting cards can serve as a learning medium and a way to develop identity across different age groups. With proper guidance, children and adolescents can learn to understand the value of objects while using them to develop strategic thinking skills, including critical thinking, decision-making, emotional regulation, and relational abilities.”

“Starting a collection from an early age also teaches children and adolescents a sense of responsibility through organising and caring for their collections, while enhancing communication skills and self-confidence when sharing stories or interacting with peers who share similar interests. Collecting cards helps individuals appreciate the value of objects in a more meaningful way, beyond mere ownership,” she added.

Qiao added that the launches align with OH!SOME’s broader retail ambition. “With the launch of the Pixar-themed Collectible Cards and 1Play × MLBB M7 World Championship 2026 E Series Trading Card Collection, OH!SOME remains committed to delivering fun, relevant, and meaningful lifestyle products, while continuing to enrich the customer shopping experience.”

Founded under Blue Origin Group, OH!SOME is a one-stop lifestyle retailer offering global products spanning IP collaborations, beauty, toys, snacks, beverages, daily necessities, and electronics. Since opening its first Indonesian store in August 2024, the brand has expanded rapidly, operating more than 130 stores in Indonesia and over 150 outlets across markets, including Singapore, Thailand, Hong Kong, Malaysia, Vietnam, and Cambodia.

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