Blind unboxing of novelty character items have taken social media by storm. A blind box refers to a carton or container with character products that remain a mystery to the recipient until opened. On the other hand, the process of unwrapping boxes is called blind unboxing, generating suspense and excitement from the recipient of the box and its audience because its content is a mystery.
Even while simply watching online, there remains a shared excitement as viewers and the recipient collectively hold their breath, waiting to see if one lands the much-coveted character item or ends up with something unexpected.
When and where it all began
The popularity of blind boxes is largely attributed to Pop Mart, a Chinese toy company founded in 2010 selling collectible designer toys in blind boxes and now listed on the Hong Kong Stock Exchange. Pop Mart collaborates with various artists and designers, licensing them to create diverse concepts rooted in art, design and fashion. Pop Mart is behind the creation of beloved characters like Molly and Crybaby and raising the popularity of another beloved character, Labubu.
Why Pop Mart fascinates the younger generation
- Unique design: Surprisingly, the younger generation is willing to line up for hours or queue online during wee hours to snag Pop Mart’s latest item. To many, the unique designs of Pop Mart’s novelty items are undeniably captivating, ranging from character-based toys to collaborations with popular franchises like Harry Potter, DC and Minions, packaged in elusive blind boxes.
- Artificial scarcity as a marketing strategy: Pop Mart’s product assortment remains enticing for hobbyists and collectors, especially as certain items become harder to find.
READ: What is a ‘Labubu’ and why does everyone seem to have it?
In an empirical research by Grossman, Herschel I. and Juan Mendoza (2003) titled “Scarcity and Appropriative Competition,” it was widely posited that resource scarcity increases competition for a resource that is scarce. A related research by Bronfenbrenner published in The American Journal of Economics and Sociology titled ‘The Scarcity Hypothesis in Modern Economics’ cites that “artificial scarcity exists because demand has become artificially high. Demand is artificially high because goods are wanted not only for themselves but for “conspicuous consumption” or as “status symbols.”
One example is Labubu, a toothy character created by Kasing Lung and popularized by Pop Mart. Its popularity further soared when BLACKPINK’s Lisa showcased her extensive collection.
- Experience-based mystery shopping: While Pop Mart’s designs are already captivating, the concept of blind unboxing, which Pop Mart turned into a trend, further sealed their popularity. There is a distinct thrill in the uncertainty of what your box will reveal. Blind unboxing has fostered a vibrant community on social media, as collectors share their unboxing experiences, driving engagement and connection among fans.
By packaging products in identical boxes that conceal rare or hidden characters, referred to as “chase” figures, Pop Mart heightens the anticipation and excitement of the purchasing experience. Scientifically speaking, pleasant surprises trigger the release of positive hormones, reinforcing a favorable association with the brand. This results in repeat purchases as consumers crave for the excitement.
Indeed, Pop Mart has transformed the toy industry for the younger generation through its innovative designs, the collector mindset it nurtures, the thrill of blind unboxing and the vibrant online community. Pop mart continues to adapt to the preferences and behaviors of the younger consumers by leveraging several effective marketing strategies.
The road ahead for Pop Mart
- Community marketing and cult branding: Pervasive demand has brought about a passionate community of fans and enthusiasts. Recognizing this, Pop Mart launched a subsidiary company called Paqu in January 2022. Paqu aims to bring fans and collectors together from around the world. Through this online platform, fans are able to showcase their collections and discuss new releases. In the Philippines alone, Facebook groups have emerged to share tips on hunting down rare items.
- User-generated social media marketing: Given the enthusiastic behavior of its consumers, Pop Mart benefits from user-generated content. Fans share unboxing videos, photographs and reviews that highlight their experiences, sparking curiosity among collectors and casual shoppers. Even local celebrities like Marian Rivera and Vice Ganda voluntarily showcase their vast collection online.
- Continuous, sustained product innovation: Pop Mart’s product offerings have evolved beyond traditional toys. Their recent collaboration with Samsung, “Cry Baby Cry Me a Galaxy,” showcases a unique fusion of technology and pop culture. Samsung incorporated Pop Mart’s popular Crybaby character in their new Galaxy Flip, combining the idea of limited edition collectibles with the technological elements of Samsung. As Pop Mart takes on this new venture, it reflects the company’s vision as forward thinkers and innovators.
Indeed, Pop Mart has transformed the toy industry for the younger generation, with its innovative designs, the collector mindset it nurtures, the thrill of blind unboxing and the vibrant online community. Pop mart continues to adapt to the preferences and behaviors of the younger consumers by leveraging several effective marketing strategies. —Contributed
Reach the author at catherinadeasis123@gmail.com