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The Labubu craze is not just a fad. Singapore businesses are taking notes

More brands are turning to ‘blind-box marketing’, which combines mystery, surprise and collectability to draw customers

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Tan Nai Lun

Tan Nai Lun

Published Fri, Nov 15, 2024 · 02:00 PM
    • Blind boxes have enabled companies to raise consumer engagement with brands. Yet, the market is also linked to impulsive buying behaviour, which puts it at risk of further regulations.
    • Blind boxes have enabled companies to raise consumer engagement with brands. Yet, the market is also linked to impulsive buying behaviour, which puts it at risk of further regulations. PHOTO: POP MART; PHOTO ILLUSTRATION: JESSIE LAM, BT

    IN EARLY 2024, Xavier Lum bought his first blind box from toymaker Pop Mart, in an attempt to get matching figurines with his friends. Each toy series by Pop Mart typically contains 12 variations, but there is a caveat: They come in sealed packaging and are sold randomly.

    And unfortunately for the 30-year-old marketing executive, he and his friends got duplicates of the same design.

    Lum tried his luck with more blind boxes in a bid to get a different design. Soon enough, this evolved into collecting designs from different series, and completing each one.

    BrunchtoysAdvertising/marketingconsumer spendingGambling

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