Case Study: Pop Mart and the Company Strategies in the Blind Box Industry

Abstract

A rising number of companies have started to use blind box strategies, which involves selling products without the consumer knowing what’s inside. Pop Mart; a company that sells figurines, plushies, accessories; has been a leading blind box company that has had major success in the industry. In particular, their product, the Labubu, is getting a lot of attention through social media which has led to the expansion of the blind box industry. A Labubu is a fluffy monster character that is a part of a series called The Monsters. This case study explores how Pop Mart has been able to successfully expand their international footprint in the U.S. Furthermore, the study examines major factors that have affected the blind box industry in the U.S. This paper reveals insights into the blind box concept and factors that have enabled Pop Mart to become an industry giant.