Chinese brands like Miniso and Pop Mart are now leading a global wave in designer toys, with blind boxes becoming a cultural phenomenon.
"Miniso has sold more than 20 million blind boxes around the world," said Chen Chang, Global PR Director at Miniso.
Founded in a Guangzhou garage in 2013, the brand has since expanded to over 7,000 stores globally, generating more than $2 billion USD in annual revenue.
Unlike Pop Mart, which gained traction with original characters like Labubu, Miniso is betting big on global IP collaborations, including Disney, Sanrio, and Harry Potter.
"One of our recent best-selling toys is the Disney character Stitch," Chen explained. "We've now partnered with more than 150 global IPs."
According to Chen, the brand's core customer base is aged 18 to 35, predominantly female.
"People want to collect them because they look good," he said. "It's not just a toy—it's a piece of identity. You can post it on Instagram, share it, and feel like you belong to a community."
Miniso invested about $55 million USD in IP licensing last year alone, a move Chen describes as worthwhile.
"We're not just selling clothes or cups," said Chen. "With more than 1,000 staff across design and supply chain, we're building lifestyle products with original designs."
Beyond global IPs, Miniso is also promoting Chinese cultural icons. "We're working with Black Myth: Wukong and Ne Zha 2. When Chinese identity rises globally, people realize Chinese designs and quality are exceptional," Chen said.
With China already leading in infrastructure and AI, could toys be the country's next global export hit?
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