POP MART was founded in 2010 by Wang Ning as a lifestyle retail store selling various products, including comics, gadgets, and gifts. The first store opened in Beijing’s Zhongguancun district.

Around 2014, the company shifted its strategy entirely towards designer toys after recognising growing consumer interest in collectible art figures.

The turning point came in 2016, when POP MART collaborated with artist Kenny Wong to launch MOLLY blind boxes. Their popularity established blind boxes as a mainstream collectible format in China.

In 2020, POP MART was listed on the Hong Kong Stock Exchange, raising approximately US$676 million and becoming one of China’s fastest-growing consumer brands.

Since then, the company has expanded rapidly across Asia, Europe, North America, and Australia, opening hundreds of stores and thousands of automated Robo Shops.3

POP MART operates as an IP (Intellectual Property) company rather than simply a toy manufacturer. Its business encompasses:

• Creating original characters
• Partnering with artists worldwide
• Licensing famous franchises
• Manufacturing collectible toys
• Operating retail stores
• Selling online
• Running vending machine-style Robo Shops
• Hosting exhibitions and fan events

The company’s strategy focuses on building emotional connections between fans and collectible characters rather than competing primarily on toy functionality.4

The blind box is POP MART’s signature product. Customers purchase a sealed box without knowing which figure is inside. A typical collection contains:

• 12 regular designs
• 1 hidden “secret” figure (rare)
• Sometimes ultra-rare editions

This format encourages collecting, trading, and repeat purchases because buyers often seek to complete an entire series or find rare figures.5

POP MART owns or operates numerous collectible character brands. Some of the most popular include:

THE MONSTERS

Home of Labubu, one of POP MART’s biggest global successes.

MOLLY

A little girl with large blue eyes designed by artist Kenny Wong.

SKULLPANDA

Known for artistic, fashion-inspired designs.

DIMOO

Dreamlike fantasy character created by artist Ayan Deng.

HIRONO

Minimalist character with emotional storytelling.

CRYBABY

Expressive collectible figures centred on emotional themes.

Other notable IPs include HACIPUPU, PUCKY, AZURA, PINO JELLY, Nyota, Peach Riot, KUBO, and Twinkle Twinkle.6

Besides original characters, POP MART collaborates with many globally recognised brands, including Disney, Harry Potter, Care Bears, Teletubbies, and The Powerpuff Girls. These collaborations produce limited-edition collectibles featuring familiar characters in POP MART’s designer toy style.7

POP MART’s product lineup includes:

• Blind box figures
• Vinyl art toys
• Plush toys
• Bag charms
• Keychains
• Mini figurines
• Collectible accessories
• Home décor
• Apparel
• Limited-edition art collectibles

Many products are released as seasonal or themed collections and are retired after production ends, increasing their appeal among collectors.

POP MART sells through official retail stores, Robo Shops (automated vending machines), online stores, a mobile app, e-commerce platforms, and international distributors. By 2025, the company reported operating more than 550 stores and over 2,500 Robo Shops, with products available in more than 90 countries and regions.8

POP MART has expanded into markets including China, Japan, South Korea, Singapore, Malaysia, Thailand, Philippines, Australia, New Zealand, United States, Canada, United Kingdom, and France. The company continues to invest in overseas stores and supply-chain capacity to support international growth.9

One of POP MART’s biggest international successes is Labubu, a mischievous elf-like character from THE MONSTERS, created by Hong Kong artist Kasing Lung. Labubu gained global popularity through social media, celebrity exposure, limited releases, plush keychains, and blind box collections. The character became a major driver of POP MART’s international growth and brand recognition.10

POP MART describes itself as a pop culture and entertainment company rather than only a toy maker. Its strategy is to discover artists, build original IP, create collectible products, foster fan communities, and deliver immersive experiences through retail, exhibitions, and digital entertainment. Its stated mission is “To light up passion and bring joy.”11

POP MART is widely credited with helping establish the modern designer toy and blind box market in China and has influenced collectible toy culture globally. Its emphasis on original characters, artist collaborations, and limited-edition releases has inspired similar business models across the collectibles industry.12

1. Pop Mart
2. 关于我们
3. POP MART | LinkedIn
4. POP MART INTERNATIONAL
5. China’s Pop Mart expands supply chain amid global push
6. Labubu not the first toy craze, and certainly won’t be the last
7. BLACKPINK’s Lisa Found the Cutest Bag Charm at POP MART – See Photos
8. Chinese brands coming for Starbucks, Nike, and your wallet
9. Pop Mart International Group | Company Overview & News
10. Pop Mart | S1 | Terakreditasi | Universitas STEKOM Semarang
11. POP MART | LinkedIn
12. POP MART | LinkedIn