In recent years, POP MART has emerged as a cultural sensation that extends far beyond its origins as a niche Chinese toy manufacturer. Crowds of collectors and enthusiasts gather outside the brand’s dazzling flagship store on Oxford Street, eager to dive into the world of blind-box collectibles, featuring beloved characters such as Skullpanda, Dimoo, and the exceptionally popular Labubu, known for its whimsical design and charming grin. For many, these visits are not simply about shopping; they offer a unique opportunity to trade art toys, bond with fellow fans, and capture those thrilling unboxing moments for social media platforms.

Founded in Beijing in 2010, POP MART has significantly evolved since its initial inception. Its rise can be attributed to innovative character designs and collaborations with emerging artists. The brand’s engaging product line engages consumers on an emotional level, delivering experiences that transcend mere aesthetics. Amy-Lee Cowey-Small, a seasoned marketing professional, aptly captures this ethos, stating, “They were never meant to be a money-making madness in a resale market, but a moment in time for adults to become childlike and silly again. Every human deserves to feel that.”

This emotional connection sets POP MART apart from traditional toymakers. It capitalises on the concept of “ritualized uncertainty” inherent in blind-box culture, wherein buyers are surprised upon opening the box—an experience that resonates powerfully with Gen Z and millennial consumers across Europe. Social media plays a vital role in this trend, as influencers proliferate unboxing videos that offer viewers a glimpse into the joy of discovery, turning these collectibles into contemporary cultural symbols. As the brand’s influence has grown, it has attracted the attention of high-profile fans, including celebrities like Madonna and British television presenter Olivia Attwood.

Since opening its first UK store in Soho in 2022, POP MART has rapidly expanded across Britain, with additional locations in Manchester, Westfield Stratford, Cambridge, and Birmingham. By the end of 2025, the company foresees operating 17 standalone stores in the UK. Notably, over 90 percent of POP MART’s customer base now comprises local Britons and Europeans, dispelling any remainder of its once-niche branding. Scarlett Zhao, the head of marketing for POP MART in Europe, asserts, “This is no longer a niche brand for the Asian diaspora; we’ve gone mainstream.”

The brand’s success is evident in its financial performance as well. Having doubled its sales to $1.8 billion in 2024, reaching a market valuation of $38 billion, POP MART outpaces traditional rivals like Mattel and Hasbro. High-profile endorsements—including those from global pop icons such as Rihanna and Lisa from the K-pop group Blackpink—bolster the brand’s mainstream appeal. Zhao clarified that despite speculation about limited product availability being a marketing tactic, the company’s focus is on maintaining high quality and a consistent customer experience, rather than creating artificial scarcity.

While the rising popularity of POP MART’s products has been a boon, it has also incited chaos in retail environments. Labubu, a quirky doll that has sparked frenzied buying behaviour, has led to scenes of mania in UK stores necessitating the brand to briefly halt its sale in the region amid safety concerns. Despite the excitement surrounding these collectibles, market experts advise that the initial frenzy may eventually cool, as seen with other trends, leading to fluctuating consumer interest.

However, POP MART is not isolated within this growing landscape of collectible brands. Similar initiatives, like TOPTOY by MINISO, are also gaining traction, albeit with a focus on licensed intellectual properties rather than original creations. As POP MART’s influence spreads, it is increasingly welcomed by prominent Western retailers, marking its shift into the confident mainstream. “Today, we’re proud to be part of a new wave of cultural brands that Harrods and other top-tier retailers are embracing,” Zhao comments, reflecting the brand’s evolution into a recognized name in the luxury sector.

For collectors engaged in this modern movement, the allure of POP MART goes far beyond mere toys; it embodies a lifestyle steeped in nostalgia, creativity, and community. As young adults—often referred to as “kidults”—discover joy in these compact collectibles, they are forging connections and memories rooted in a shared cultural vernacular, highlighting the enduring significance of playfulness in adult life.

As POP MART continues to develop innovative retail experiences, including a unique opportunity to shop at a location within the Louvre Museum, it is poised to solidify its stature on the global stage while enriching the cultural fabric of contemporary consumerism.

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Source: Noah Wire Services