The Business Times
business-time-50
BRUNCH

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

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

    TRENDING NOW

    From shy teenager to outspoken philanthropist, Chloe Tong has come a long way.

    Grab CEO’s wife Chloe Tong on life with Anthony Tan and finding her purpose

    CDL plans to divest S$6 billion of assets and invest S$5 billion over FY2027 to FY2029.

    Brokers maintain ‘buy’ on CDL despite investor reservations over strategic review

    Ang’s San Miguel holds nearly 25% of Luzon’s installed capacity and Lopez’s First Gen accounts for 12%.

    Deal between tycoon friends sparks scrutiny of Philippine power sector

    Tuas Road Viaduct’s phase two will extend the viaduct at its western and eastern ends, and will link Pioneer Road, Tuas South and Tuas Port.

    Hwa Seng Builder, two China companies win S$1.2 billion Tuas Road Viaduct phase two contracts

    Latest T-bills Treasury Bills Results & Interest NewsLatest SSB Singapore Savings Bonds NewsLatest COE Certificate of Entitlement News
    Latest Johor-Singapore SEZ NewsLatest BTO Build To Order & Sales of Balance NewsLatest STI Straits Times Index NewsLatest SGX Dividends, Share Price NewsLatest Bonds Market NewsLatest Singapore Stocks To Buy NewsLatest Singapore Economy News
    View More