Why Pop Mart’s Rise Is Just the Beginning and What It Means for Toy Brands

According to Circana’s Q1 2025 data, U.S. adults (age 18+) accounted for the fastest-growing demographic in toy spending, up 12% year-over-year, reaching $1.8 billion in Q1 alone! 

Blind Boxes aren’t new to the U.S. But how quickly they’re being consumed? That’s new.

For years, American shoppers were hesitant, even turned off, by the mystery format.

“What if I already have this one?” “What if I get a duplicate?” “Why can’t I just pick the one I want?” If you’re a retailer, I’m sure you’ve heard these lines before.

But Pop Mart, as both retailer and manufacturer, cracked the code.

From Curiosity to Collection Obsession

Where shoppers used to grab one Blind Box as a novelty or gift, now they’re collecting. The collector mindset has entered the chat, and it’s changing everything.

Today, they’re chasing the set, hunting the rares, trading duplicates. Sound familiar? (If you’ve ever dabbled in Pokémon, you know exactly what I’m talking about.)

Mystery doesn’t slow them down. It fuels the obsession. It's a dopamine hit for collectors with deep pockets. And here’s where it gets wild: in the secondary market, opened figures are reselling for just as much as sealed boxes. That flips the collector world upside down.

Typically, a collector wants a pristine sealed box, but in the blind box community, collectors aren't chasing a pristine sealed box... They want completion. 

But There’s Still a Problem

The Blind Box boom is just getting started, and we’re going to see a lot more on shelves this holiday season.

But here’s the issue: most American consumers don’t fully understand Blind Boxes yet. Especially parents. And when that lack of clarity meets a frustrated 7-year-old with three of the same figure, it’s not great for brand loyalty.

I’ve seen Blind Boxes pop up at Walmart , Target, and other big-box retailers, but aside from a PDQ display, there’s no education. No signage. No demo. No explanation of how the format works.

Pop Mart being the retailer has an upper hand in that they can educate the consumer in the store. 

If you're a toy marketer for one of the big four (Hasbro, Mattel, Inc., Spin Master, Jazwares, LLC), etc and you're entering the blind box market this year, you don't have the luxury of educating consumers in the store. 

That’s Where Content Comes In

As someone who runs a commercial video production company ( Enjoy New Media ) that partners with major toy brands, I can tell you the biggest opportunity is educating through content.

You need video that:

• Explains how the Blind Box format works

• Builds hype for upcoming launches

• Sets expectations 

• And makes the experience fun (inspires trading), not frustrating

Whether it’s in-store, online, or on social, the brands that win will be the ones that invest in storytelling, not just shelf space.

👉 Let’s Talk

Blind Boxes are more than a product. They’re a moment, a ritual, a dopamine loop. But without the right content strategy, it’s easy to lose before they even get started.

Let’s make something that sells the experience, not just the toy. www.enjoynewmedia.com