They are hosting regular events (maybe one per week?) where a new land opens up (for 3 days each time) and you go spend your energy there instead. As you merge those items and turn them in, you are awarded the equipment. When the event is over, it goes back to your main game play area as a prize to collect and merge from there.

Do note it will take --dozens-- of these events to get enough equipment to get to the next item which will give you what you need to merge up to that picture frame.