Latest news with #blindbox
CTV News
3 days ago
- Entertainment
- CTV News
The appeal of the blind box experience, explained
Pop Mart's latest line of Labubu, Big Into Energy, is a popular blind box toy sold by the Chinese retailer. Pop-up events selling the toy have shown up, like at Ocha Boba, in Edmonton on July 24, 2025. (Adrienne Lee/CTV News Edmonton) The hunt is on for a piece of treasure, hidden away under layers of colourful packaging to deliver a mystery – and people are buying into the blind box experience. Shoppers who purchase a blind box don't know what item they will exactly get inside. 'Everyone's buying,' 203 Collectibles store owner Steven Phu said at the KDays expo on Thursday morning. Phu said he originally brought 30 boxes with him to his vendor booth at the fair grounds. It was all snatched up in less than two days. 'We don't have any left. We had to bring extra from the store and those are all gone, too.' The hobby store owner said he was unprepared for the demand at the carnival, but he has noticed a surge in interest for the mystery toy items, especially with brands like Pop Mart's Labubu. 'In March, that's when they started becoming popular and then it completely exploded over the summer,' Phu said, adding the fuel has been lit by social media and influencers buying full sets to unbox online. 203 Collectibles had a booth at KDays in Edmonton 203 Collectibles sold out of their blind boxes in less than two days at their vendor's booth at KDays in Edmonton. Store owner Steven Phu spoke with CTV News Edmonton on July 24, 2025. (Dave Mitchell/CTV News Edmonton) Heather Thomson, VP of economy and engagement at the Edmonton Chamber of Commerce, attributes the surge in interest with marketing toward our 'primal root of nesting' and our nature to want something that's hard to find. 'Large retail chains spend a lot of time and effort ensuring that people are experiencing the hunt,' she said. 'There's a scarcity angle there and consumers really like that.' 'We can see that, not just from the data, but from the dollars being earned by a lot of these different retailers.' This image provided by Pop Mart, shows Labubu, the plush toy from China's Pop Mart. (Pop Mart via AP) This image provided by Pop Mart, shows Labubu, the plush toy from China's Pop Mart. (Pop Mart via AP) Pop Mart, the Chinese toy company that partnered with artist Kasing Lung to bring Labubu to life as a plush bag charm sold in the blind-box format, is one retailer cashing in. According to the company's annual report, Pop Mart's revenue more than doubled in 2024 to 13.04 billion yuan (US$1.81 billion). There are variations of the Labubu, but all come in a blind box, which means the buyer doesn't know which one of the pointy-toothed monsters they will get. Throw in the chances of finding a secret one that is in limited production and it becomes even more of a hunt. 'I think people want to feel like they're winning,' Thomson said. 'They want to feel like they won through a purchase whether that's Black Friday and someone gets a great deal, or it's the one Christmas tree at Costco left in August … you just want to be able to be part of purchasing something that you feel is good value for your money.' She added that packaging plays into the 'entertainment' of blind boxes. 'If the packaging is beautiful, that really increases the value of whatever that mystery is and people will spend more money on it.' 203 Collectibles has a shop in Mill Woods Town Centre in south Edmonton, but they recently brought blind boxes to sell at a pop-up event last week at a local cafe. Phu said the event brings groups of people together to enjoy unravelling the mystery at the same time. 'You each get a blind box, each get a drink, sit there, you sip, and you just rip open the bag.' He added that there are a lot of variety of blind boxes now from anime to unique characters. But most people keep buying for a specific character. 'People want the secret rare one and I think that's what the appeal is,' Phu explained. Pop Mart Labubu bag charm Steven Phu, 203 Collectibles store owner, wears a Labubu plush charm on his bag. The vendor said the demand is high for blind boxes and they sold out of their inventory at KDays in Edmonton on July 24, 2025. (Dave Mitchell/CTV News Edmonton) That's where price point comes into play with repeat purchases and trends, according to Thomson. 'It's a mini form of gambling and some people have a higher tolerance for that based on their economic circumstances, and some people have no tolerance for that,' Thomson said, adding you will see a bigger pool of people willing to risk $15 versus $50 on an unknown item. And while toy trends come and go, there is some basic marketing with blind boxes that will not. 'The thing that is going to remain is this notion for the consumer to feel like they're getting in on the fun – they want the mystery, they want the hunt, they want the exclusivity – those principles are not going away.' With files from CTV News Edmonton's Alex Antoneshyn, Dave Mitchell and
South China Morning Post
6 days ago
- Entertainment
- South China Morning Post
Labubu, soft power of a stealthy ‘ugly-cute' sort, takes on America
Alexandra Schmauch, who works at a property company in Dallas, Texas, was initially sceptical of the Labubu doll craze. As she watched the commotion build on TikTok and many of her friends became avid collectors, however, curiosity got the better of her. Advertisement Eventually, after several attempts, she managed to secure a couple of Labubus, relishing the 'blind box' surprise of not knowing which Labubu character was inside. 'A lot of the fun is how hard they are to get,' said Schmauch, aged 28. 'I was lucky enough to get two. It's kind of fun not knowing what you're going to get.' The global Labubu hysteria has sparked long queues, online mania, customer fist-fights and explosive revenue growth for the Chinese retailer Pop Mart, which had some US$423 million in global Labubu sales alone on overall revenue of US$1.8 billion last year. Priced in the United States at around US$30 apiece, rare varieties of the doll can resell for thousands of dollars; last month, an auction in Beijing saw a singular Labubu go for US$172,000. Advertisement For decades, China has manufactured most of the world's toys, including such past must-haves as Beanie Babies, Tamagotchi and Fidget Spinners. But this is among its first home-grown global megahits, with 40 per cent of Labubu's sales coming from outside China.
CBC
26-06-2025
- Entertainment
- CBC
How Labubus became a viral obsession — and fuelled a 'blind box' industry
What if buying a toy felt like playing the lottery? For Labubu fans, blind box products turn shopping into a game of chance — and thrill. Sold in sealed packages that conceal which Labubu is inside, the collectibles have sparked viral unboxing videos, long lineups and even store scuffles. Blind box collectibles like Labubu, which are marketed by China-based Pop Mart, have surged in popularity, thanks in part to those videos, scarcity-fuelled hype and a booming resale market. Once just another novelty on store shelves, they've become a global obsession — influencing how people spend and connect. "People really gather around this doll," Alisha Haridasani Gupta told The Current's Matt Galloway. "It's created so many communities, offline and online," she said. "It's sort of becoming a glue that brings people together in some way." Experts say that appeal lies in the emotional experience they deliver — blending surprise, anticipation and variable outcomes in a way that can feel similar to gambling, but without the same risks. Unboxing the obsession Labubu blind boxes are part of a growing industry built around uncertainty, offering products that give customers a guaranteed item — but not a guaranteed outcome. Meanwhile, some figures are common while others are rare. Labubus come in various formats, including keychains and figurines. "Pop Mart is very smart about how they go about it," said Yvonne So, a Toronto store owner who sells the collectibles. "They make sure that after you've collected one series, there's another series for you to buy." Yulia Nevskaya, an assistant professor of marketing and consumer psychology expert at Queen's University, says consumers are not only buying a product, but an experience. "You're buying a thrill and a surprise — opening the box, not knowing what's inside and finally finding out," she said. Nevskaya says the emotional experience is "very similar to gambling," but without the same risks. Since buyers always get something in return, she says it feels harmless and doesn't carry the same stigma, even though it follows a similar psychological process. Toying with identity and community Blind box items, like Labubus, can allow for people to express their identity and status. "What we consume becomes part of how we tell stories about ourselves," said York University marketing professor Markus Geisler. For some fans, tracking releases and hunting rare figures becomes a way to show knowledge and dedication. "These collectibles allow people to perform a kind of expertise," he said. According to consumer marketing researcher Karen Robson, "the thrill of the reveal is a big part of the appeal and social media amplifies that." Unboxing videos, for example, can rack up millions of views as fans share their boxes, react to the results and show off their rare finds. Beyond the excitement of the purchase itself, the social aspect adds another layer of engagement. "You feel like you're part of something," Robson, a sociology professor at McMaster University, said. Labubu fan Melanie Rungan says that connection is what makes the craze feel bigger than just collecting an item. "The people that own Labubus, I feel like we're all the same type of people. We all like the same things," she said. What started as a small, cute accessory has become something instantly recognizable — a cultural moment people can connect to, she added. "Before, when no one knew what it was, it was just, 'Oh, that's cute.' Now it's, 'Oh, is that a Labubu?' And maybe they'll show you theirs." "It's kind of like Beanie Babies — we'll look back and say, 'I had this one!'" Boxed in, bought out Blind boxes are not exclusive to Labubus. The trend has appeared in cosmetics, trading cards, fashion drops, subscription boxes and more. For companies, it's a lucrative way to gamify shopping — building hype, creating communities of collectors and encouraging repeat purchases. "Scarcity creates desire," said Giesler. Limited editions, rare figures and the appeal of completing a full set drive collectors to keep buying in hopes of finding the most coveted designs. "The big win always feels one box away," he said. "The hope is manufactured — that's exactly what makes this thing so powerful." Hooked on a feeling At the same time, some researchers warn that the mechanics driving blind box sales can also reinforce negative buying behaviours. Nevskaya says that the mix of a controlled set up with an uncertain outcome taps into the thrill of anticipation and can prompt people to keep buying. But over time, that emotional cycle — especially the hope of scoring a rare item — can lead some consumers, particularly younger ones, to overspend. CBC reached out to Pop Mart for comment, but did not hear back before deadline. Robson and Giesler share similar concerns, pointing to how companies design these systems to amplify desire and encourage ongoing purchases. Scarcity tactics and limited-edition drops also create a sense of urgency that keep people coming back. "There's definitely an emotional payoff, whether you are opening the box or watching somebody else do it," said Robson. "And I think that's one of the things brands are really, really capitalizing on." Blind boxes, but with eyes open While the blind box model raises concerns, many experts emphasize that not all consumers are vulnerable to its effects. "Our joy can be manufactured, but that doesn't necessarily make it harmful," Nevskaya said. She compares blind boxes to other experiences that blend utility with enjoyment, like flavoured toothpaste or the occasional lottery ticket. "In many cases, people simply enjoy the experience of the reveal and, as long as spending stays within reason, that's perfectly fine." Robson agrees that gamified experiences aren't inherently negative. "If we can make everyday consumption more fun and interactive, that can actually be a good thing," she said. She notes that adding elements of play and surprise can enhance routine activities and boost enjoyment, which — when done responsibly — encourages voluntary and more positive engagement in everyday activities like shopping. "The key is transparency and making sure consumers — especially younger ones — understand what they're participating in," Robson said.
Malay Mail
25-06-2025
- Entertainment
- Malay Mail
Unboxings and IRL Events: POP MART Connects with Southeast Asia's Toy Collectors Through Lazada
In partnership with Lazada, POP MART is creating new ways to delight collectors in Southeast Asia, with blind boxes, bold characters, and real-world fan moments. SKULLPANDA MOLLY Zsiga KUALA LUMPUR, MALAYSIA– Media OutReach Newswire – 25 June 2025 –Southeast Asia's blind box obsession is now mainstream, and POP MART is at the heart of it, fuelling demand with exclusive IPs, sought-after collectibles and even real-life fan events. The global designer toy brand, best known for turning characters like MOLLY, DIMOO, and SKULLPANDA into household names, is tapping on Lazada's LazMall to connect with millions of fans across the region through surprise drops, unboxings, and community LazMall, POP MART is now reaching fans in a more direct and hyper-personalised way. Since joining the platform in 2023, it has grown over 5-fold to become one of LazMall's fastest-growing toy brands — a testament to the region's deep love for collectibles and character live-streamed unboxings to data-backed product launches, POP MART's success reflects how digital discovery and fandom go hand-in-hand. The global blind box collectibles market is set to hit USD 38.4 billion by 2031 — a boom fuelled by Gen Z and millennial collectors seeking rarity, emotional connection, and a bit of playful a POP MART month, POP MART will release two globally limited figures — MOLLY and Zsiga, and also unveil the second-generation SKULLPANDA plush toys, adding a soft and huggable twist to its cult-favourite character products will be available on Lazada's LazMall from June 2025 onwards. POP MART will also increase its stock levels and scale up visibility on its LazMall storefront to meet fan Lazada, POP MART fans don't just shop — they discover and experience. Using AI-powered recommendations and region-specific insights, the brand curates its releases based on what collectors love most in each market. SKULLPANDA, for instance, has become a breakout favourite in Thailand, while DIMOO charms fans in also benefit from prompt deliveries, with 85% of orders in all key Southeast Asian cities like Bangkok and Manila guaranteed to arrive within 48 hours upon order confirmation. Collectibles are also delivered in custom shock-proof packaging to ensure they arrive in pristine, collector-worthy conditions, and the parcel can be tracked in real time on the Lazada MART collectibles are not just toys, they are a lifestyle and the epitome of luxury and exclusivity that has been fuelled by the energy of its fans and creators. More than one-third (34%) of its sales on Lazada now come from affiliate creators in Southeast Asia — livestreamers, toy reviewers, and content creators who bring the world of POP MART to life through their own lens. Their curated content, character deep-dives, and unboxing videos don't just sell toys — they build community and elevate collecting into a shared in Malaysia can look forward to experiencing the magic in-person, where the Lazada X POP MART 5KM run will be happening on 12 October 2025. Designed to be a vibrant, community-driven event that blends fitness, music, and fandom, POP MART will be hosting an exclusive booth at the event, creating a playground for pop culture lovers to meet iconic characters and immerse themselves in the joyful surprise of the trend culture and brand experiences like this are part of POP MART's strategy to connect more deeply with its community – both online and Kaya Qin, Chief Executive Officer at Lazada #LazadaMY #Lazada The issuer is solely responsible for the content of this announcement. About Lazada Group Lazada Group is Southeast Asia's pioneer eCommerce platform. For the last 13 years, Lazada has been accelerating progress in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam through commerce and technology. Today, a thriving local ecosystem links about 160 million active users to more than one million actively-selling sellers every month, who are transacting safely and securely via trusted payments channels and Lazada Wallet, receiving parcels through a homegrown logistics network that has become the largest in the region. Launched on the Lazada platform in 2018, LazMall is Southeast Asia's biggest virtual mall connecting shoppers to over 32,000 leading international and local brands. It sets a new standard in retail, offering consumers the assurance of 100% product authenticity, guaranteed fast delivery and a 30-days return policy. LazMall is the preferred platform for brands and sellers to directly engage and create a customised experience for their customers. About POP MART POP MART is a rising global force in pop culture and entertainment. Our purpose is to celebrate daily moments and inspire through designer toys and fun experiences. Our focus is IP incubation & operations, designer toys & retail, theme parks & experiences, also digital entertainment. POP MART has over 500 stores in 30+ countries and regions, more than 2,300 ROBOSHOPs, and operates across multiple cross-border e-commerce platforms, reaching consumers in over 80 countries. We manage & represent incredible artists from all over the world. Our roster spans dozens of iconic characters, like MOLLY, DIMOO, SKULLPANDA, THE MONSTERS, HIRONO and more. With our IP characters, we create iconic cross-overs. Our mission is to light up passion & bring joy around the world. POP MART is not just a brand, it's a galaxy of creative possibilities.
CBC
23-06-2025
- Entertainment
- CBC
What do you think of blind box toys?
You tell us Every month, we take a deep dive into a topic that's been making headlines in a series called KN Explains. We then ask you to Have Your Say by sharing your own experiences and opinions. Fill out the form to submit your answer to this month's question. Then check again next week to see if your thoughts are featured! What do you think of blind box toys? That's the question of the month. Blind boy toys like Labubus and Sonny Angels have been taking off. Spotted on the bags of celebrities and on countless social media posts, they're a popular trend. It's a trend experts say causes a surprise. That surprise then affects your brain and the happy chemicals it releases. What do you think of blind box toys? Are they worth it or do you see them as a total waste of money? Have you ever opened one? If so, what did it feel like? You have to tell us! Share your thoughts with CBC Kids News. Want to know more before you answer? Make up your mind by learning more CBC Kids News contributor Mela Pietrapaolo breaks it down in the latest KN Explains video. Click play to learn more about blind box toys like Labubus. Have more questions? Want to tell us how we're doing? Use the 'send us feedback' link below. ⬇️⬇️⬇️
