Chinese designer toy manufacturers are currently leading the trend in global collectible toy market, captivating international buyers with their distinctive designs and rich Chinese aesthetics.
Chinese toy giant Pop Mart is turning blind-box collectibles into a global phenomenon, with quirky characters, soaring sales, and star-studded fans. It features the sale of products in opaque packaging, hiding the items' appearance of special design. What lies within remains a mystery until the seal is broken. Rare or limited editions are mixed in these boxes, adding the excitement of the unboxing process.
Pop Mart once said blind boxes were just a way to break into the market, back when designer toys were still unfamiliar in China. But now, many people have regarded blind boxes as synonyms for designer toys.
For such kind of unique, limited-edition toys designed by artists or designers for collection or display, artistic value drives collectability. Pop Mart has targeted global fans since day one. Their designs have gone far beyond domestic aesthetics, and this choice is paying off.
One of the company's recent top stars is the furry, nine-toothed, elf-like doll named "Labubu." Numerous enthusiasts have flocked to Pop Mart stores to frantically snap up these toys even in many places even outside the Chinese mainland.
In London, many young people expressed their fondness for Labubu and their enthusiasm for adult cultural toys.
"A lot of people think they're kind of creepy, but I think they're very cute," said a collector.
"There's nothing wrong with being an adult and liking toys. I think it's fun. Why not," said another buyer.
"I think that's important - to stay youthful, and just have fun. Don't take yourself so seriously," said another toy fan.
In 2024, Pop Mart saw explosive growth, with its overall revenue doubled to 13.04 billion yuan (about 1.81 billion U.S. dollars), up 106.9 percent year on year. The Labubu and The Monsters series brought in 3.04 billion yuan (about 416.48 million U.S. dollars), 23 percent of the total revenue.
A significant share of the company's revenue now comes from overseas. Data showed that markets outside Chinese mainland contributed 5.07 billion yuan (about 694.59 million U.S. dollars), or 38.9 percent of total revenue, with Southeast Asia alone accounting for 2.4 billion yuan (about 328.8 million U.S. dollars), emerging as a key engine of growth.
While Pop Mart is exploring the global market through fashionable and mysterious collectibles, other Chinese toy brands, such as Piececool, are transforming traditional Chinese culture into original design inspiration.
Based in southern Chinese city of Dongguan, 3D metal puzzle brand Piececool creates products that echo the elegance of Chinese heritage, blending ancient beauty with modern craftsmanship.
"This collection is one of our most representative works, titled 'Ten Miles of Wedding Dowry'. Its design embodies distinct Chinese aesthetics. While it has performed exceptionally well in Japan, our primary users in the U.S. and European markets are predominantly non-Chinese individuals," said Xiong Mao, general manager of Piececool.
Each year, Piececool unveils its latest creations to fans in over a hundred countries, reaching audiences both online and in stores. Standout series like "Lion Dance" sell over 100,000 units annually in the UK. The 'Ten Miles of Wedding Dowry' collection sells over 200,000 sets in Japan annually and is projected to cumulatively sell 2.3 million units worldwide by the end of 2025.
The company developed its first all-metal assembly model kit in 2009 and entered the markets of the United States, Japan and South Korea in collaboration with American toy retailers in 2012.
Breaking into global markets wasn't easy for Piececool. Early on, its overseas partners attempted to lock it in as a contract manufacturer. But in 2019, it finally took control and claimed its brand.
"We are committed to global expansion. Although some may view us as potential competitors, this growth momentum cannot be hindered. As cooperative partners, we maintain respect for existing collaborations – we continue to support their original product lines while pursuing our international strategy," said Xiong.
Chinese designer toy manufacturers bring collectibles trend to overseas markets
Chinese designer toy manufacturers bring collectibles trend to overseas markets
