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16 / Lifestyle
Blind boxes in a Pop Mart store.
Blind bo x es in a P op Mart s t or e.
“I am not obsessed with collecting boxes is estimated to reach RMB ¥25 figures were given birth under the
all figurines in one series, and I never billion (US $3.8 billion) in 2025. brushes of Hong Kong artists.
buy limited editions at high prices in Molly, a little girl with big acid blue
second-hand markets,” she adds. Behind the Popularity eyes and pursing red lips, is the Midas
On the Single’s Day shopping fes- Pop Mart’s product designs cap- touch for Pop Mart.
tival in 2019, more than two million ture consumers’ attention and make Designed by Hong Kong artist
blind boxes were sold on Tmall, with them keep purchasing. “I bought my Kenny Wong, Molly is the most popu-
sales of RMB ¥82.12 million (US first blind box because of its cute de- lar toy figure, generating 27 per cent
$12.6 million). sign,” says Katy Dong Wenjing, who of revenue in 2019.
According to Report of Produce & has just become a blind box toy col- Apart from selling original blind
Sale Demand And Investment Fore- lector last summer. boxes, the toy company also collabo-
cast On China Toy Industry (2021- The leading blind box company rates with a variety of brands such as
2026) conducted by Qianzhan Intel- cooperates with many Hong Kong Naruto, Pokémon and Harry Potter.
ligence, a Shenzhen-based business artists to create popular figures. Molly, Dong’s favourite blind box toy is a
consultancy, the market for blind Pucky, Labubu and many sought-after palm-sized figurine of Rapunzel from
Dong ’ s fiv e t o y s in the Disney princ ess series. (Pho t o c ourt esy of Dong W enjing)
Dong’s five toys in the Disney princess series. (Photo courtesy of Dong Wenjing)
