‘Obsessed’ is a monthly deep dive into social and cultural trends that can help marketers inform the way they think. Led by Kate O’Loughlin, Initiative strategist and self-confessed obsessive, ‘Obsessed’ will be a magic school bus to expand marketing mindsets and help brands remain relevant amongst an ever-changing cultural landscape.
This month I’m obsessed with… the world of ‘blind box’ toys.
Smiski, Sonny Angels, Labubu. Three terms which likely make no sense to the vast majority, unless of course you have been swept up in the blind box craze that’s taken the world by storm.
For those who don’t know, blind boxes are small, sealed packages which contain random plastic figurines, that people purchase as part of a wider ‘collection’ in the hopes that eventually they will have the full set.
While it’s easy to dismiss this as a bunch of silly little toys having a moment in the sun, the numbers show otherwise.
According to Statista, China’s blind box market has reached a USD1.3B in 2021 and is projected to reach over USD15B by 2026. Pop Mart, the company best known for stocking the figurines, has seen a year-on-year increase in revenue for H1 2024 by 62%, reporting it hit USD638.5M in revenue in July 2024.
Pop Mart rose to popularity for its first blind box series entitled ‘Molly’, a figurine based off a crowdsourced competition for the kinds of figurines customers wanted to collect. Pop Mart created the design, developed by designer Kenny Wong, and has since bolstered its portfolio with even more rising artists to introduce new characters.
The blind boxes have created a new kind of relationship between artists and young fans. Pop Mart has gone as far as to organise meet ‘n’ greets with artists; has created its own mobile app game; and is even looking to open a theme park venture.
The cult collectability of the characters compounded by their ugly-cute demeaner are central to the success of blind boxes, and Pop Mart. The lottery-like thrill and anticipation of waiting to see which character the user has purchased, and the desire to collect the whole set has turned the product from fringe interest to a mainstream community following.
People have queued outside Pop Marts at 3am on series-drop days, paid hundreds of dollars on eBay for the ‘special’ character and have created their own bartering system in the blind box economy so they can swap out figurine double ups.
@akhorine why did i think it’s a good idea to queue lol 😵💫 anyways hope everyone got the one they wanted !!!! EDIT: while i do understand that this may seem absurd for as simple as toys, please kindly keep the comment section a positive place! i’m up for an open discussion and different opinions— however comments that are racist or have connotations around it will be removed. thank you! #popmart #doncaster #westfield #westfielddoncaster #australia
♬ original sound - SpongeBob background music
Between the rise in sales and intense fandom that blind boxes have created, it is impossible to ignore their impact on culture. Observing trends in consumer sentiment and purchase journey has identified unique characteristics which are specific to the blind box experience.
If you too want to cash in on the benefits, consider these three learnings:
1. The power of play
Blind box figurines are toy-like figurines designed for adults and have used the childhood modicums of collectable products to ignite excitement and community. At a time where the world has never been so stressed, lonely, or in crisis, brands should embrace the chance to bring a play through to their products. This could take the form of creating collectable packaging or gamifying the user experience at point of purchase.
2. Democratisation through reimagination
Art is traditionally something that only the elite partake in – it is expensive, complex, and there’s a whole load of history that only people who have the luxury of time and education really ever read up on. Pop Mart saw an opportunity to democratise art for a new generation by reimagining what it means to be ‘elite’… which in this case, is to be scarce. Brands that can reimagine concepts which their audience have otherwise been barred from, will benefit from first mover advantage.
3. Complicated path to purchases can win
Just like Hermes has done with the iconic Berkin bag, sometimes a complicated path to purchase can prove to be successful. Scarcity marketing breeds connection across potential customers, and ultimately creates more hype for the brand. To avoid negative perceptions, this of course needs to be managed carefully. For example, while some blind boxes are selling quickly there are other collections which are available. Disappointed customers who missed out on the one they wanted can still go home with something. Brands which can use scarcity to spark interest in alternate product lines will win. Sometimes the journey is better than the destination.
While I won’t be lining up for a Labubu at 3am, I have personally enjoyed jumping on the blind box craze. Across our office you’ll find a sea of small figurines adorning the tops of computers, each with their own mood or personality which we have related to.
I encourage you to also embrace the ‘kidult’ fun and find a moment of play in your day to day.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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