Pop Mart Expands to Reach Mainstream Shoppers

Pop Mart, known for its collectible toys and mystery boxes, is ramping up its presence in Australia with plans to open more stores. The retailer’s strategy aims to turn its niche fanbase into a broader market by increasing accessibility, but the move could impact the exclusivity that has driven its success.

The brand already operates over 500 stores and 2,300 vending machines in 30 countries, offering collectibles from major brands like Disney and Sanrio alongside its own creations, such as Labubu and Scout Panda. Its success has largely stemmed from social media buzz and the thrill of limited-edition product drops.

By combining scarcity with mystery, Pop Mart has cultivated a passionate following. Last year, a limited batch of 300 Labubu blind boxes sold out within an hour in Sydney, and a recent Melbourne launch saw fans queuing from 4am. The company now wants to build on this engagement to attract an even wider audience.

The expansion strategy includes opening new stores in both metropolitan and regional areas, starting with a Melbourne Walk location in July. Shopping centre kiosks are also planned to make the brand more accessible. To support this shift, a creative agency has been enlisted to boost brand awareness through social media campaigns and out-of-home promotions.

While Pop Mart's loyal community remains strong, the real challenge will be maintaining its cult-like appeal while scaling up. If successful, this could see the collectibles craze move firmly into the mainstream.

Source: The Australian, Pop Mart