Thinking of bringing a Japanese collectible brand to the UK – would appreciate advice

I’m looking for some advice on a potential venture. There’s a Japanese blind-box collectible brand (similar category to Sonny Angels) that I think has strong viral potential in the UK. The UK toy and collectible market is growing, largely driven by “kidult” consumers, and we’ve seen brands like Sonny Angels really take off here through curated lifestyle stores and social media hype.

My idea would be to explore bringing the brand into select UK retailers rather than mass market, think design-led stores in London with strong Gen Z / millennial footfall and test it through limited drops rather than wide distribution. It feels like the kind of product that could build momentum quickly if positioned properly, especially given how collectible culture has grown here.

For those who’ve done import/distribution plays before, what would you focus on first: securing retailer interest or locking in terms with the manufacturer? And what are the biggest pitfalls people underestimate when trying to introduce an overseas consumer brand into the UK market? Would really appreciate grounded advice before I take it further