China’s warning on blind-box toys sends Pop Mart shares tumbling

POP Mart International Group shares slid in Hong Kong after a Chinese state media commentary called for stricter regulation of businesses offering “blind cards” and “mystery boxes”.

Shares of the Beijing-based toymaker dropped as much as 6.2 per cent, after having tumbled 5.3 per cent on Thursday (Jun 19); shares in Bloks Group, which sells similar products, fell as much as 7.1 per cent. 

People’s Daily, the flagship newspaper of the Chinese Communist Party, citing legal experts, said in a commentary that Beijing ought to further refine regulations for “blind cards” and “mystery boxes”, given that these current business models encourage minors to become addicted to purchasing these products.

“The commentary has weighed on investor sentiment, flashing some overheating signs in its business,” said Steven Leung, an executive director at UOB Kay Hian Hong Kong. “Still, it’s a mild reminder as it didn’t come directly from a government official.”

Even with the slump this week, Pop Mart has still gained about 170 per cent this year, making it the best performer in the MSCI China Index, as consumer fervour for its toys has turned it into one of the hottest Chinese growth companies.

Wall Street analysts have been increasing their price targets for the company, citing the growing influence of its intellectual properties.

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In China, the government prohibits sales of blind boxes to children under eight due to concern over potential addiction. Before the authorities imposed such guidelines in 2023, regulatory risk was a key concern among investors. BLOOMBERG