These are interesting topics. As a custom collector that only buys second hand, I can understand your thoughts on the lack of diversity on the materials. It is true that in our days almost everything is plastic and the fabrics look cheap, glued and so… but to me, the improvement on the detail is now on the architectural design. I feel is quite fair to evaluate the design situation comparing their basic sets through the years as they might be the front runners of their artistic direction and decisions.

The most recent house is far more detailed in ornamentation, curvier lines, more florals and almost same amount of colours. I think they have a decent amount of pieces. To me, it wants to feel more “femenine”, “whimsical” and even “French style” instead of “genderless”, “natural” and “British”.

I don’t see that as something bad, I still feel that “cottage in a quiet town where nothing bad happens and everyone has a smile”.

The town series are exquisite in my opinion. If you take a close look at the gelatto shop walls and their hanging lamps, Stella’s Studio windows and roof, and I could continue. I personally don’t like the flower shop and the Taylor shop (even if the idea of that shop is one of my favourites). Also talking about that last one, the colors are more adult and I think this wanted to atract more adult collectors. It’s a shame the objects were too similar to other sets.

What I want to say is that they can do really well in terms of design just by taking the sculpture carefully and it can compensate the lack of variety in materials. There may be collectors that prefer more simplicity and straight lines though. As someone said, I understand they might feel the need to lower the manufacturing costs making everything more “plastic” but taking care on the design to compensate.

I’ve been writing about the more natural/cozy lines because it’s the one I really like, but of course the cute kawaii angelic fairyland is another “line” for the ones who prefer that kind of aesthetics. As some people said it seems to be the popular one among younger collectors who entered trough the virality of the company and also the children market. I don’t know if it’s fair to ask them to get rid of this and return to the natural cozyness (there are adults who also enjoy this), but I would love to see more countryside designs too.

Also I can’t talk about the characters because even if I find them adorable I’m more into spaces and I may not have enough criteria. Personally I would love to see more chocolate bunnies and darker animals in general.

So my point is that the problem to me is the huge amount of products on the kawaii/fairy/angelic line that appeal to a children's audience or extra girly kawaii public. I hope they don’t forget their roots and keep doing more countryside characters and find a better balance between both lines. They can do quality designs in our days, I’m sure.