Blind boxes spur collectible toy growth in Asia-Pacific market

Collectible toy companies like Funko and Pop Mart are driving market growth through blind boxes - a trend characterised by buyers not knowing which specific product designs they will get upon purchase.

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The element of surprise keeps consumers loyal and coming back to purchase until they get their desired product, Andy Clempson, vice president for sales in the AsiaPacific region at US-based Funko, told Retail Asia.

Clempson said the microcollectible segment of blind boxes that includes spin-offs of the same product made up roughly 10% of the market last year, growing 35% from a year earlier.

The global collectible market size was estimated at $294.2b in 2023 and is projected to grow 5.5% annually until 2030, according to Grand View Research.