TikTok’s top toy brand made $28M—here’s how

1. Who is Pop Mart and what are the numbers behind their growth?

Pop Mart, a Shanghai-based blind-box toy company founded in 2010, built its brand on quirky collectible lines like Molly (by Hong Kong artist Kenny Wong), Dimoo, Skullpanda, and others. The company’s designer toys and blind-box model (randomized figures sold in mystery boxes) appeal strongly to Millennials and Gen Zs. In the US, Pop Mart first appeared via a mobile app (Pop Mart Global launched Dec 2021). Pop Mart US highlights its key collections (Molly, Skullpanda, The Monsters, Dimoo, etc.) in-store.

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Timeline of Pop Mart US’s growth:

Dec 2021: Launched Pop Mart Global app for US shoppers​
2022: First US pop-up events (limited-time stores) and web/Amazon launches (online sales begin)​
Sep 2023: Launched in TikTok Shop and opened first permanent US store. ​
Nov 2023: Pop Mart launched TikTok Shop livestream and expanded to 8 US stores (e.g. Las Vegas strip) with exclusive collectibles.​
Spring 2025: One 8-hour U.S. livestream in Spring 2025 reportedly hit $1.5M GMV. Top sellers in that event included limited-edition Labubu dolls. ​
April 2025: Its flagship Chicago store sold out 200 Labubu units in minutes.

Best-selling product on TikTok Shop: The Monsters – ‘Have a Seat’ blind box. This collectible (part of Pop Mart’s Labubu/Monsters series) has generated $197.8k in the first 7 days alone.

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Key numbers since their launch on TikTok Shop:
​Total Sales Volume: 390.5K units​
Revenue: $28.8M​
GMV (April 2025): $6.3M​
Avg. GMV per LIVE Session: $110.0K​
Avg. Units Sold per LIVE Session: 2K

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2. Winning strategy: What sets them apart?

Pop Mart sells thrill, FOMO, and community apart from their toys.
​Their collectible blind boxes tap into deep emotional triggers: curiosity, surprise, and the rush of completing a set. It’s psychology-first commerce. Fans are pulled in by the gamified hunt for rare characters, including the elusive Secret and Super Secret Editions, hidden in boxes with odds as rare as 1 in 72 or even 1 in 144. That’s roughly a 1-in-17 chance to score a secret character, fueling collector FOMO and repeat purchases.

But the thrill of the chase is only half the story. What keeps fans loyal is the shared experience: amplified by TikTok livestreams, creator unboxings, and nonstop community buzz. Unlike brands that push single SKUs, Pop Mart sells full collectible series, turning every purchase into part of a bigger narrative.

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They also nailed the TikTok Shop fundamentals early:

• A structured affiliate program targeting micro and mid-tier creators with strong incentives
• Product listings built for storytelling—bundles, surprise drops, mystery box formats
• Livestreams that turn unboxing into entertainment and appointment viewing

Pop Mart made shopping social, emotional, and addictive.

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3. Takeaways for brands

✓ Gamify the experience: Customers chase rare toys like lottery tickets. DTC brands should build surprise into shopping (limited editions, digital scratch-cards, mini‑games) to trigger repeat engagement and social sharing.

✓ Live commerce as storytelling: Pop Mart’s streams tell a story: sneak previews, countdowns and live unboxing create narrative tension. Other DTC brands can borrow this: use hosts who entertain, answer fan questions, and showcase products interactively, rather than just pitching features.

✓ Leverage fandom loops: Pop Mart shows the power of community. Its fan events and global collector culture fuel organic hype (e.g. tens of thousands of TikTok unboxing videos. Brands should nurture tribes and reward loyalty to keep fans invested beyond one-off purchases.

✓ Scarcity & exclusives: The fear of missing out drives Pop Mart’s sales. Even small U.S. drops (200 units in Chicago sell out instantly, and rare “secret” variants fetch premiums. DTC brands can mimic this by creating time-limited releases or randomized bundles, thus turning product launches into must-attend events.

✓ Adapt to TikTok culture: Finally, Pop Mart’s success underscores playing by TikTok’s rules: short-form clips, authentic reactions, and participatory commerce. Brands should empower affiliates and in-house creators to produce TikTok-style content (sharp visuals, on-screen text, music cues, etc.) and use the platform’s tools (stickers, polls, live Q&A) to keep the format native.
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4. The Future: What’s next for Pop Mart?

Pop Mart is building a frictionless, always-on shopping experience: starting with TikTok Shop, where livestreams, surprise drops, and creator collabs fuel nonstop buzz.

Offline, they’ve expanded to 22 stores and 39 Robo Shops (vending-style kiosks) across key U.S. cities, making their collectibles accessible 24/7 in malls and airports.

Expect more Super Brand Days, pop-culture collabs, and city-specific releases that blur the line between viral content and in-store moments.

The goal: an omnichannel flywheel where online excitement drives offline obsession.

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Sources:​

​All data were accessed on May 2, 2025
​https://www.scmp.com/magazines/style/celebrity/article/3121164/pop-mart-how-millennial-entrepreneur-wang-ning-became​
​https://www.forbes.com/sites/ywang/2025/04/28/chinas-wang-ning-adds-16-billion-to-wealth-as-americans-queue-for-toys/
​​https://www.gloda.vip/en/analysis/shop/detail/7495338510115507009
​​https://www.fastmoss.com/live/detail/7473311213608192811
​​https://shop.tiktok.com/view/product/1729542997783449608
​​https://twimbit.com/about/blogs/more-than-toys-the-rise-of-blind-boxes
​​https://crittendenretail.com/under-the-radar-on-the-rise-pop-mart
​​https://www.modernretail.co/operations/inside-chinese-toy-company-pop-marts-u-s-expansion-plans/
​​https://www.chron.com/business/article/pop-mart-asian-figurines-19943618.php
​​https://www.reviewjournal.com/business/5-new-retailers-coming-to-las-vegas-strip-shopping-center-3348158

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