In recent years, Pop Mart, a Beijing-based entertainment and retail company, has revolutionized the toy industry with its blind-box model. By the end of 2024, the company reported revenues of over US$1.8 billion and was valued at approximately US$38 billion, outpacing global toy giants such as Mattel and Hasbro. A major contributor to this success is the company’s flagship IP, Labubu, which has achieved over 700% sales growth year-over-year through its “Monsters” blind-box series.

At the core of Pop Mart’s success lies its blind-box business model. This retail approach involves selling toys in opaque packaging, so the buyer does not know which variant they will receive until after the purchase. This element of surprise creates excitement and encourages repeat purchases, especially when rare and exclusive variants are part of the set. The result is a gamified consumer experience that taps into the psychology of collection, reward, and social sharing.

Collectible Surprise & Scarcity

Pop Mart leverages scarcity and surprise to build anticipation. Blind boxes typically contain 12 regular characters and one rare or “chase” figure, increasing the likelihood that consumers will buy multiple boxes to complete a set or discover the rare item. This tactic has helped drive massive sales volume and has turned everyday purchases into high-stakes experiences.

Emotional Connection & UGC

Pop Mart’s success is also heavily driven by organic user-generated content (UGC). Fans frequently share unboxing videos on platforms like TikTok and Instagram, which fuels viral trends and word-of-mouth marketing. The emotional connection with the characters and the thrill of discovery create a loyal consumer base. Celebrity sightings of Labubu—including with BLACKPINK’s Lisa and Rihanna—have further enhanced its cultural cachet.

Pop Mart has adopted a multi-channel retail strategy with over 2,300 robotic vending machines (known as Robo Shops) and physical flagship stores in major cities including New York, London, and Tokyo. This hybrid approach allows the brand to scale rapidly while maintaining a strong visual presence. Their proprietary mobile app complements offline channels by enabling purchases, collection tracking, and customer engagement.

How African Brands Could Apply These Tactics

While the blind-box trend has its roots in East Asia, the core principles are highly adaptable. African brands in the FMCG, fashion, or entertainment sectors can implement similar tactics in culturally relevant ways.

Surprise Food Packs: Local snack brands could introduce blind-packaged flavor variants or collectible wrappers tied to pop culture themes or folklore.

Apparel Capsules: African streetwear brands can release limited-edition T-shirts or accessories in blind packaging, perhaps inspired by local symbols or Afro-futuristic designs.

Branded Goodie Drops: Media companies or music labels can distribute themed blind boxes containing merchandise, digital codes, or exclusive content linked to popular artists or shows.

Implementation & Caution

Adopting the blind-box model requires careful planning. Brands must balance excitement with transparency and ethical considerations. Key best practices include:

• Clearly stating the odds of receiving rare items.
• Providing age-appropriate labeling and return policies.
• Offering digital tools for tracking collections and verifying authenticity.
• Creating engaging UGC campaigns to sustain momentum.

By embedding these strategies, African brands can tap into the same emotional and social triggers that have propelled Pop Mart to global prominence.

Pop Mart’s blind-box model is a proven blueprint for engagement-driven commerce. For African marketers, it offers a way to blend creativity, collectibility, and digital storytelling into a unified consumer experience. By localizing this model with culturally relevant content and ethical safeguards, brands across the continent can capture both attention and loyalty in new ways.