POPMART holds a unique position in China’s multi-billion dollar toys market. It is the home of 8.5 percent of China’s toy sales, has around 85 Intellectual properties (IPs) and hosts conventions for toys all the way from Beijing to Shanghai which regularly draw hundreds of thousands of Gen Zers.
The main product it sells? Blind boxes, which are opaquely packed collectible figurines that are typically sold at one of the POPMART’s 825 toy dispensers in shopping malls called robot shops. The figurines made of vinyl may have a few inches of height and will cost you less than $10. However, they’ve created a multi-million-dollar business.
The trend has provoked an immediate response from Chinese cultural institutions such as examples like the Imperial Qinshihuang’s Mausoleum Site Museum, the Sanxingdui Museum, and the Palace Museum to creating their own.
JT interviewed POPMART’s International marketing director, Jojo Lee, to know more. Part one of the interview is available here.
What is the reason why blind boxes are so popular with younger consumers?
A blind box allows you to purchase something creative and collectible for around less than a dozen dollars. It allows children to express their creativity… It’s not just about the pleasure that art toys can bring into their life.
Can you share your experience of going to a POPMART retailer in China?
These brick-and-mortar stores are mostly situated in major cities of the first and second tier which means that we serve many young consumers. The design of our store spaces and display layouts allow youngsters to experience the appeal of the latest toys and enjoy enjoyable and memorable moments.
What’s the outside of the store?
We’re bringing new fan experiences with a variety of offline and online formats. We offer mini games, pop-up stores that are offline along with toy fairs.
What extent are the POPMART products designed to tap into Chinese preferences in the Chinese culture?
Our products are a reflection of diverse cultures from across the globe. Chinese culture is increasingly getting the attention of fans from across the globe Our products are designed to be a part of a fusion with Chinese tradition and history This can help to broaden their knowledge.
Beyond China What are POPMART’s goals in the realm of culture?
We’re working with many artists, museums and brands from around the globe. Since we began producing official art-related toys, we’ve desired to bring this type of culture globally. We’re pleased to see an increase of organizations and individuals become involved in artwork toys and blindboxes.
