{"id":15228,"date":"2025-05-07T05:24:03","date_gmt":"2025-05-07T05:24:03","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/how-pop-mart-is-turning-toys-into-the-next-drop-culture-phenomenon\/"},"modified":"2025-05-07T05:24:03","modified_gmt":"2025-05-07T05:24:03","slug":"how-pop-mart-is-turning-toys-into-the-next-drop-culture-phenomenon","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/how-pop-mart-is-turning-toys-into-the-next-drop-culture-phenomenon\/","title":{"rendered":"How Pop Mart is Turning Toys into the Next Drop Culture Phenomenon"},"content":{"rendered":"

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If the Beanie Babies proved anything, it\u2019s that grown-ups like toys too. And while it\u2019s been 30<\/strong> years since that particular line of toys caused mass hysteria, the same poignant combination of nostalgia, scarcity and playful joy continues to propel what is now known as the \u201ckidult economy.\u201d<\/p>\n

This group of adult enthusiasts accounts for as much as $9 billion<\/strong> in toy sales annually, with recurring favorites that include Lego<\/strong>, American Girl<\/strong> and Hello Kitty<\/strong>. In fact, for the first time ever, toy demand by preschoolers was surpassed by demand from consumers over the age of 18<\/strong> earlier this year, according to Circana. These enthusiasts camp out for drops, flip exclusives online for a profit and have been known to invest five figures or more in rare items.<\/p>\n

China-based specialty retailer Pop Mart<\/strong> is built around this fervor, selling collectible designer toys primarily in a blind-box format, meaning people don\u2019t know exactly which toy in a series they are getting when they buy it. Most of its customers are adults.<\/p>\n

\u201cThe global rise of fandom culture, collector communities and nostalgia-driven shopping has created a universal appetite for what we offer \u2014 high-quality designer collectibles with an element of surprise<\/strong>,\u201d said Larry Lu, Head of Pop Mart North America in an interview with Retail TouchPoints<\/em>. \u201cOur blind-box concept resonates with consumers worldwide because it taps into the thrill of discovery and the joy of collecting<\/strong>. Additionally, the U.S. market has a strong pop culture and streetwear community, which naturally aligns with what we do. Our success globally has proved the power of the model, and our rapid U.S. expansion shows it\u2019s already taking hold here too.\u201d<\/p>\n

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The first permanent Pop Mart store in the U.S. at American Dream mall. (Image courtesy Pop Mart)<\/figcaption><\/figure>\n<\/div>\n

Founded in 2010, the company moved into the U.S. market in 2022 with a pop-up in LA that was swiftly followed by a permanent store at the American Dream mall in New Jersey. In 2024, the company opened 20<\/strong> U.S. locations, and more are on the way this year in \u201ckey cultural hubs\u201d across the country. And for fans in markets without a store, Pop Mart also has a network of 43 Robo Shops \u2014 vending machines that dispense blind boxes<\/strong> \u2014 in high-traffic areas like malls and airports.<\/p>\n

This growing U.S. presence, along with its more than 100<\/strong> overseas stores, drove $1.83 billion<\/strong> in revenue for the company last year (a 107%<\/strong> increase year over year), solidifying Pop Mart\u2019s position as a central player in the booming kidult economy. That economy, by the way, shows no sign of slowing down anytime soon \u2014 toy collectibles alone accounted for $13.9 billion<\/strong> in sales in the U.S. in 2024, and that number is expected to grow to $38.2 billion<\/strong> by 2034. Here\u2019s an inside look at how this toy store has tapped into pop and hype culture to regularly create shopping frenzies \u2014 among adults.<\/p>\n

Pop Mart\u2019s Playbook for Hype Retail<\/strong><\/h2>\n

Unlike most other toy stores, Pop Mart is built around original IP<\/strong>. Many of its own brands, which include The Monsters<\/strong>, Molly<\/strong>, Hirono<\/strong> and SkullPanda<\/strong>, have gone viral, with some plush drops selling out in just 10<\/strong> minutes. In fact, the company saw 1,289%<\/strong> growth in its plush category last year.<\/p>\n

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The Monsters Art series featuring new takes on The Monsters characters inspired by international masterpieces, released to celebrate Pop Mart\u2019s store at the Louvre in Paris. (Image courtesy Pop Mart)<\/figcaption><\/figure>\n<\/div>\n

\u201cOur original IPs are at the heart of a passionate global community,\u201d explained Lu. \u201cBy discovering and developing compelling characters, we create fandoms that extend beyond collecting. Our high-quality designs and storytelling-driven approach make each release highly anticipated<\/strong>, fostering deep emotional connections with customers and fans. The blind-box format adds an interactive element, while limited-edition artist collaborations introduce fresh creativity to every series.\u201d<\/p>\n

Those collaborations have included some of the biggest names in pop culture \u2014 Disney<\/strong>, Harry Potter<\/strong>, Marvel<\/strong> and Sanrio<\/strong> \u2014 but the team is selective about who and what it brings into the Pop Mart fold, with Lu saying that collaborations must have cultural relevance<\/strong>, staying power<\/strong> and a visual appeal<\/strong> that can be adapted into its distinctive toy format.<\/p>\n

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Fans eagerly await a Pop Mart drop. (Image courtesy Pop Mart)<\/figcaption><\/figure>\n<\/div>\n

But what really drives sales at Pop Mart is its drop culture, drawn from the realms of streetwear<\/strong>, with new toy series regularly bringing in huge crowds and selling out. \u201cCollectibles today aren\u2019t just toys \u2014 they\u2019re a form of self-expression, nostalgia and even investment,\u201d said Lu. \u201cFor many of our customers, Pop Mart figures function the same way sneakers, designer bags or streetwear drops do<\/strong> \u2014 they\u2019re limited-edition, they hold value and they build community. We\u2019ve also seen a rise in fashion-forward consumers embracing collectibles and styling our plush characters. This cultural shift has made designer toys a lifestyle product<\/strong>, not just something for kids.\u201d<\/p>\n

To continually fuel that fervor, Pop Mart refreshes its inventory constantly<\/strong>, with new series, surprise drops and collaborations that keep people coming back. TikTok Shop<\/strong> also has helped drive \u201cincredible momentum\u201d for the company with real-time unboxings that help to further fuel viral demand, Lu added.<\/p>\n

Equal Parts Store and Fan Hub<\/strong><\/h2>\n

While online sales are a major part of the Pop Mart business, particularly when it comes to promoting new collaborations and products, stores remain the heart of the company. In addition to being selling points, Pop Mart\u2019s stores act as community hubs where fans connect, trade and share their collections<\/strong>, deepening their relationship with the brand.<\/p>\n

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Pop Mart\u2019s entrance in to the U.S. with an LA pop-up was greeted with delight by American fans. (Image courtesy Pop Mart)<\/figcaption><\/figure>\n<\/div>\n

The company encourages these community gatherings with regular events, including artist signings and themed activations like the Valentine\u2019s Day floral event at Century City Mall in LA and a Year of the Snake Pop Block event at the Tangram Mall in NYC. All of these activations serve to reinforce the sense of community that makes Pop Mart shoppers genuine fans, not just customers.<\/p>\n

\u201cPop Mart stores are designed for discovery \u2014 we create spaces that blend art, retail and experience,\u201d said Lu. \u201cEvery location is built to immerse shoppers in the world of designer toys, with eye-catching displays, oversized character installations and engaging visual storytelling. The core driver, though, is the thrill of the blind-box format. Not knowing exactly which design you\u2019ll get makes every visit feel like a game.<\/strong>\u201d<\/p>\n

A number of other similar Asian-based retailers, including Miniso<\/strong>, Line Friends<\/strong> <\/strong>and Daiso<\/strong>, <\/strong>also have their eye on the U.S. market, but according to Lu, Pop Mart has an edge with its focus on toys and its original, artist-led IP.<\/p>\n

Innovative retail concepts like its Robo Shops also help Pop Mart stay ahead of the curve. Not only do the vending machines offer 24\/7 accessibility and instant gratification, but they also act as a low-cost way for the retailer to gauge consumer interest in new markets<\/strong> as it looks to expand its store footprint.<\/p>\n

And store expansion is definitely in the cards for Pop Mart this year, said Lu, along with more in-person experiences. \u201cBeyond retail, we\u2019ll be expanding our artist collaborations \u2014 including new additions to our popular plush lines \u2014 while continuing to introduce fresh creative talent to our global audience. This year is all about scaling our success and bringing even more fans into the world of Pop Mart.<\/strong>\u201d<\/p>\n<\/p><\/div>\n