Pop Mart has turned blind box toys into a global collectibles craze. With characters like Molly, Dimoo, Labubu, and Crybaby, plus flagship stores and roboshops worldwide, the brand is redefining art toys, fandom culture, and the future of collectibles.
Pop Mart has grown from a niche toy brand into a major player in the global collectibles market. Known especially for its “blind box” model and viral characters like Labubu, Crybaby, Molly, Dimoo and others, the company has tapped into what many thought was just a novelty to build an international following. Here’s how Pop Mart has done it — and why it matters.
Pop Mart began in Beijing around 2010, originally selling lifestyle gifts. The company later pivoted toward designer art toys and started emphasizing the blind box format. This surprise element turned out to be a major driver of its popularity.
Signature Characters & IP. Characters like Molly (a collaboration with Kenny Wong), Labubu, Crybaby, Dimoo, and Skullpanda have given Pop Mart its identity. Each has its own style, story, and fan base. The variety makes collecting addictive — fans want full series, rare variants, etc.
Retail Footprint & Fan Engagement. Aside from online sales, Pop Mart has built physical presence via flagship stores, pop-ups, and automated "roboshops" in malls. Examples include new stores in Jakarta, with characters like Crybaby being a focal theme.
Cultural & Social Momentum. Social media, influencer mentions, and collaborations with pop culture have helped. For example, 아이돌 (K-pop idols) use or feature Pop Mart items, increasing their visibility. Also fans share unboxings, haul videos, etc., giving free promotion.
There are several psychological and market forces at play:
1. Mystery + Surprise: You don’t know what you’ll get — this uncertainty increases excitement.
2. Rarity & Limited-editions: Some variants or “secret” figures are hard to get, boosting demand.
3. Community & Sharing: Collectors share, compare, trade — building a fan culture.
4. Design & Aesthetic: The cute / whimsical / sometimes emotional design of the characters resonates, especially with younger audiences.
Pop Mart is no longer just a China or Asia brand. They are expanding retail presence globally, opening stores, and strong in e-commerce. Cross-cultural appeal: the designs are visually engaging even if people don’t know the backstory. It taps into modern collector culture: limited runs, Instagram/TikTok sharing, nostalgia, novelty.
More immersive experiences: theme parks, installations, art toy exhibitions. Deeper IP development: stories, animations, collaborations, licensing. Expansion into more markets, stronger online drops, possibly integrating digital collectibles (NFTs etc.).
Pop Mart is more than a toy brand—it’s become a cultural phenomenon by combining surprise, design, and scarcity. Its strategy of characters + mystery boxes + community has turned simple collectible figures into a global craze. Whether as decor, status, hobby, or artistic expression, its influence keeps growing.
