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Understanding The Success Of Popmart

POPMART is a leader in China’s multi-billion dollar toys market. It is the home of 8.5 percent of China’s toy sales, manages the 85 Intellectual properties (IPs) and also hosts conventions for toys all the way from Beijing to Shanghai which regularly draw hundreds of thousands of Gen Zers.

The most important product? Blind boxes, which are opaquely packaged collectable figurines typically purchased through one of the 825 toy dispensers in shopping malls also known as robot shops. The figurines made of vinyl may have a few inches of height and will cost you less than $10, yet they’ve created a multi-million-dollar business.

The new trend has led to the response of Chinese cultural institutions like such as the Qinshihuang Emperor’s Mausoleum Site Museum, the Sanxingdui Museum, and the Palace Museum to creating their own.

JT interviewed POPMART’s International Marketing Manager, Jojo Lee, to know more. Part one of the interview is available here.

Why do you think that blind boxes are so popular among young people?

A blind box allows you to purchase something creative and collectible for around about a dozen dollars. It allows children to express their artistic tastes… It’s not just about the pleasure that artwork toys bring into their life.

Can you share your experience of going to an POPMART retailer in China?

The bricks and mortar shops we have are mostly situated in major cities in the first and second tier and that means we are able to serve the majority of younger consumers. Our store layout and display layouts allow youngsters to experience the awe-inspiring quality of the toys available and to experience enjoyable and memorable moments.

What’s the outside of the store?

We’re bringing new fan experiences with a variety of offline and online forms. We offer mini games, pop-up stores that are offline along with toy fairs.

In what way are POPMART’s products geared towards tapping into Chinese preferences in the Chinese culture?
Our products represent different cultures from around the globe. Chinese culture is increasingly getting interest from people across the globe Many of our products are designed to be a part of a fusion with Chinese tradition and history which can increase its knowledge.

Beyond China What are the goals of POPMART in the sphere of culture?

We’re working with a variety of museums, artists, and brands from around the globe. Since we began producing official art-related toys, we’ve been keen to share this art form across the globe. We’re thrilled to see an increasing amount of individuals and groups become involved in the art of blind boxing and other toys.