China-based toy company POP MART has connected with Southeast Asia’s Toy Collectors through e-commerce platform Lazada.
The duo said in a statement on Wednesday that with LazMall, POP MART is now reaching fans in a more direct and hyper-personalized way.
Since joining the platform in 2023, it has grown over fivefold to become one of LazMall’s fastest-growing toy brands, a testament to the region’s deep love for collectibles and character storytelling.
From live-streamed unboxings to data-backed product launches, POP MART’s success reflects how digital discovery and fandom go hand-in-hand.
It is noted that the global blind box collectibles market is set to hit $38.4 billion by 203, a boom fueled by Gen Z and millennial collectors seeking rarity, emotional connection, and a bit of playful nostalgia.
“Whether it’s the thrill of the mystery or the joy of finding your favorite character, our collectors are looking for more than just toys — they’re seeking stories,
“With Lazada, we’re able to deliver those stories in a more seamless way,” said a POP MART spokesperson.
This month, POP MART will release two globally limited figures — MOLLY and Zsiga, and also unveil the second-generation SKULLPANDA plush toys, adding a soft and huggable twist to its cult-favourite character lineup.
These products will be available on Lazada’s LazMall from June 2025 onwards.
POP MART will also increase its stock levels and scale up visibility on its LazMall storefront to meet fan demand.
Using artificial intelligence (AI)-powered recommendations and region-specific insights, the brand curates its releases based on what collectors love most in each market.
SKULLPANDA, for instance, has become a breakout favorite in Thailand, while DIMOO charms fans in Malaysia.
Collectors also benefit from prompt deliveries, with 85 percent of orders in all key Southeast Asian cities like Bangkok and Manila guaranteed to arrive within 48 hours upon order confirmation.
Collectibles are also delivered in custom shock-proof packaging to ensure they arrive in pristine, collector-worthy conditions, and the parcel can be tracked in real time on the Lazada app.
It is noted that more than one-third (34 percent) of its sales on Lazada now come from affiliate creators in Southeast Asia — live streamers, toy reviewers, and content creators who bring the world of POP MART to life through their own lens.
Fans in Singapore can also look forward to experiencing the magic in-person next month.
On July 27, Lazada X POP MART 5KM run will be happening in Singapore.
Designed to be a vibrant, community-driven event that blends fitness, music, and fandom, POP MART will be hosting an exclusive booth at the event, creating a playground for pop culture lovers to meet iconic characters, explore exclusive new drops, and immerse themselves in the joyful surprise of the trend culture and brand stories.
IRL experiences like this are part of POP MART’s strategy to connect more deeply with its community – both online and offline.
“POP MART’s world is built on creativity and connection,
“Through Lazada’s platform, brands like POP MART are able to inspire and engage a new generation of collectors with stories that extend beyond the digital channels,” said Kaya Qin, Chief Business Officer at Lazada Group.