Pop Mart Unboxes a New Retail Experience

If the question “What figure will I get?” hasn’t been on your TikTok feed yet, it will be soon — largely thanks to Pop Mart. The China-based toy company is gaining popularity in America, with collectors and creators uploading unboxing videos featuring Pop Mart products and millions of social media users following to see what will be added to the shelf. 

Pop Mart works with hand-selected artists and designers to deliver more than 10 original figure collections with signature styles, including The Monster with big toothy grins and Molly with large watery eyes. Fans have developed deep connections to the characters’ unique features, and since the company frequently releases new versions of these branded figures with updated themes and color schemes, they can regularly unbox different series to extend their collections. 

In addition to figures, Pop Mart carries apparel and accessories inspired by its original characters, offering everything fans need to fill their shelves, upgrade their bags or backpacks, and decorate their desks. And that’s just scratching the surface of what they offer.

Pop Mart’s original collectible lines include Skullpanda, CryBaby, Molly, The Monster, Hirono, Sweet Bean, and Kubo. Designed by artists from Japan, China, South Korea, the U.S., and more, each Pop Mart series has specific features and sculpts that speak to individual consumers. 

The Monster collection, which series creator Kasing Lung started as an illustrated story before developing it into the vinyl toy collection, has hit a perfectly sweet-yet-spooky spot with a look that fans love to sport as a trendy accessory for purses, backpacks, and belts. In particular, the character Labubu’s simple, playful, and mischievous vibe makes it a fan-favorite for customizing and displaying, even catching the eye of celebrities like BlackPink member Lisa.

The team behind Pop Mart is very aware of how Lung’s character collection resonates with fans. “Labubu has transcended age and cultural boundaries, becoming an icon of self-expression and inspiring a passionate global collector community,“ says Eva Zhao, Pop Mart’s head of international marketing. “Labubu’s innovation has redefined the art toy industry, leading the trend for vinyl face plush toys and driving a staggering 993.6% growth in Pop Mart’s plush toy revenue compared to 2023.” 

Pop Mart’s incredible attention to detail and dedication to artistic integrity have contributed to its rise in popularity, but fans might feel overwhelmed with the product catalog. This lends space for dedicated fansites, like Pop Mart World (popmartworld.com), to step up and help newcomers and loyal followers navigate the offerings. 

Lucy Nguyen, the creator and webmaster of Pop Mart World, discovered Pop Mart when she came across the Skullpanda collection, designed by artist Xiongmaio. She was drawn to the line’s aesthetic of being “chic, stylish, and super detailed,” and noted that fans were even doing makeup looks inspired by the characters. “I came across a Skullpanda unboxing and was instantly hooked by the design and art,” Nguyen says. “I’m sure a lot of people can relate to that moment when curiosity turns into obsession. Next thing I knew, I was deep down the Pop Mart rabbit hole — and now here I am, running a fansite.”

The fansite is divided into the different Pop Mart collections, with images and information readily available for fans diving into the brand. It also features resources, like where to purchase items and how to avoid scammers or resellers; events; blogs; comics; and fan-made quizzes, in which other collectors can discover which Pop Mart character they are, test their knowledge of the brand, and more. 

“I originally created it as a database to help others easily find information about Pop Mart brands,” Nguyen says. “I was frustrated when I couldn’t find the details I wanted in a clear, organized way, so I decided to build something that matched my vision.” 

Pop Mart draws in casual and professional collectors by offering most of its characters as mystery box figures. The community bonds over guessing which figure they might get, trading the characters they opened, and discovering the items included in each mystery box series drop. Though not a new concept, this element of surprise has captured shoppers of all ages. 

“First off, blind boxes hit us right in the feels — they bring out our inner kid. With so many characters and brands to choose from, it’s easy to find one that speaks to you,” Nguyen says. “And let’s be real, the thrill of unboxing and scoring the figure you want? Pure happiness.”

Pop Mart’s mystery boxes often come in themed series. With most series concluding at 12 figures, fans have a 1-in-12 chance to get a regular figure and a 1-in-144 chance of getting a rare (or secret) figure. For fans who enjoy the element of surprise, but prefer to build a full collection, Pop Mart offers a set that contains 12 mystery boxes with one figure per box. If the set contains a repeated figure, the retailer will exchange it for the missing one in the series. 

There’s more to Pop Mart than mystery figures — the company also delivers plush toys and accessories including drinkware, bags, and phone chains. No matter the medium, all of the products feature Pop Mart’s commitment to artistry, original branding, and collectibility. For example, fans can purchase a single ($12.99) or a whole set ($77.94) of the Molly Daily Look — Phone Chain Blind Box, which feature signature Molly characters, shiny beads, textured bows, and more.

Pop Mart also answers the ever- lasting request for more officially licensed merch — combining its original designs with characters fans know and love from movies, shows, and comics. 

Pop Mart and its artists work with brands like Disney, Harry Potter, Warner Bros., Care Bears, and more. Last month, members of the Losers Club were treated to the Molly — IT Mini Figure ($59.99). The collectible mixes the iconic Molly brand features with the creepy Pennywise costume, balloon, and makeup. 

“They’ve nailed it with collabs — whether it’s with brands, celebrities, or shows — and their retail presence is massive,” Nguyen says. “They stay in your face, making sure fans have endless ways to engage, whether online or in person. Safe to say, they know exactly how to keep us hooked.”

Collectors can also find their comfort character in brand-new designs and series. Last month, Pop Mart released the Demon Slayer: Kimetsu no Yaiba Birth Flower Series Figures. This mystery box line includes 12 different Demon Slayer characters with flowers that align with each month. Figures include Tanjiro Kamado, Nezuko Kamado, Zenitsu Agatsuma, and Obanai Iguro. Last month, Pop Mart released the Disney/Pixar Lotso Wondrous Rendezvous Series Figures ($16.99 each, $152.91 for the whole set). Fans can collect figures of the villainous bear from Toy Story 3 playing violin on the moon, icing a cake, opening a letter, holding a bouquet of flowers, and more.

The figures’ collectibility and freaky-yet-fun features aren’t Pop Mart’s only draw. The company also ignites campaigns to spark interest and increase conversation around the brand. In November, fans had the opportunity to play a limited-time, Labubu-themed online game during the Unleash Your Inner Athlete program. Inspired by the new Labubu Rhythmic Gymnastics figure, which showcases the character in a silver outfit and gymnastics pose, the game challenged players to memorize positions of cards and then match six pairs. Winners could potentially purchase the figure, receive an artist-signed postcard, and more. 

Pop Mart delivers The Monsters collection as experiential collaborations, events, and products as well. As Zhao mentions, “Highlights like [Labubu’s] ‘Amazing Thailand Experience Explorer’ honor, the first Labubu-themed store in Bangkok, and collaborations with
Coca-Cola, Milan Fashion Week, Vans, and Uniqlo showcase its cultural resonance and global influence.”

Despite the increasing ease of ordering collectibles through e-commerce sites, Pop Mart’s U.S. retail locations have expanded over the past few years. With the first permanent U.S. location finding a home in California in 2022, there are now more than 12 stores for U.S. customers and collectors to explore. 

For those outside the 50 states, there are plenty of places to fall in love with the brand’s unique designs. Pop Mart has more than 450 stores across 30 countries. Those in Australia, China, the UK, South Korea, and more can enjoy a vibrant, colorful world when they walk through the doors of a Pop Mart brick-and-mortar location. Shoppers of all ages can browse through the different collections, see which characters they have a chance to unbox, and discover which designs best fit their personality.

“By integrating local elements into store decor, such as the scenic design of our Ba Na Hills store in Vietnam or the artistic atmosphere of our Louvre store in Paris, we create spaces that blend collectible culture with the essence of each location,” Zhao says. “These thoughtfully curated experiences deepen connections with fans and position our stores as cultural and lifestyle destinations.

For collectors who know that an entire store of merchandise will be detrimental to their bank accounts (and shelf space), the company’s additional Robo Shops are a great fit. Typically found in malls and marked by a large golden crown, these vending machines dispense a limited option of different Pop Mart collectibles, including brands like Molly, The Monsters, and Hirono. Visitors can use the large touch screen to look through the options, make their selections, and receive a figure. Most Robo Shops also feature windows with collectibles on display so you can see more than a mystery box and digital image. 

“The whole in-person shopping experience has become a thing: Fans love trying their luck by guessing what’s inside each blind box,” Nguyen says. “Whether it’s shaking, weighing, or just going with their gut, it adds an extra layer of fun.”

With the company’s success fueling the creative, collectible tank, fans can continue to expect new products, exciting collaborations and — of course — more unboxing experiences. “Our weekly product launches keep the excitement alive, offering fresh and diverse IPs that consistently engage fans,” Zhao says. “Looking ahead, we are focused on opening more flagship stores and enhancing the shopping experience to inspire our growing community.”