POP MART cracks open SEA’s collectibles craze with Lazada partnership

Global toy brand POP MART is stepping up its Southeast Asia play, deepening ties with collectors through a partnership with Lazada’s LazMall platform, and a steady stream of unboxings, creator-led content, and community events.

From SKULLPANDA to DIMOO, the brand is riding on rising demand for designer collectibles and leveraging Lazada’s ecosystem to meet fans where they are: online, hyper-personalised, and ready to click "add to cart". 

According to a statement seen by MARKETING INTERACTIVE, since joining LazMall in 2023, POP MART has grown more than fivefold to become one of the platform’s fastest-growing toy brands.

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This month, POP MART will release two globally limited figures, MOLLY and Zsiga, along with second-generation SKULLPANDA plush toys, adding a soft and huggable twist to its cult-favourite lineup. The new products will be available exclusively on LazMall from June 2025, with the brand also ramping up inventory and storefront visibility to meet surging demand.

Product drops are curated using market-level insights and AI-powered recommendations, with character preferences varying by country. SKULLPANDA has emerged as a fan-favourite in Thailand, while collectors in Malaysia are gravitating toward DIMOO.

Logistics remain a key part of POP MART’s offering, with 85% of orders in major cities such as Bangkok and Manila delivered within 48 hours. Collectibles arrive in custom shock-proof packaging and can be tracked in real time on the Lazada app, ensuring items land in pristine, collector-worthy condition.

Beyond the transaction, POP MART is tapping into its creator community to drive brand storytelling. More than a third (34%) of its sales on Lazada now come from affiliate creators across Southeast Asia, including livestreamers, toy reviewers and content creators who turn every unboxing into an immersive brand moment. These creators do more than sell toys, they build community, deep-dive into character lore, and turn collecting into a shared culture.

Globally, the blind box collectibles market is projected to hit US$38.4 billion by 2030, fuelled by Gen Z and millennial collectors chasing rarity, emotional connection, and a touch of nostalgic joy.

While digital discovery remains core to the strategy, POP MART isn’t staying solely online. On 27 July, the brand will team up with Lazada for a 5KM run in Singapore, a community-first event that blends fitness, music and fandom. POP MART will host an exclusive booth on-site, where fans can meet their favourite characters, preview exclusive drops and dive into the brand’s pop culture universe 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.

In tandem, a POP MART spokesperson said, "Whether it’s the thrill of the mystery or the joy of finding your favourite 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."

The collaboration builds on Lazada’s recent efforts to inject more creativity into its campaigns. As part of its 6.6 push across the region, Lazada rolled out a series of attention-grabbing activations aimed at sparking curiosity and driving engagement.

In Singapore, the platform launched a “6.6 bingo game” as part of its “Super Wow Sale,” featuring a man dressed in colourful plastic balls stationed in front of a life-sized bingo board. In one video, he invites passersby to play, promising that everyone walks away with a prize.

Meanwhile in Malaysia, Lazada took a more cryptic route, teasing the campaign with a series of eerie, clown-themed billboards scattered across the Klang Valley. For three days leading up to 5 June, unbranded visuals featuring a striking clown figure popped up across high-traffic areas in Kuala Lumpur. Once the campaign was unveiled, the clown was revealed as the centrepiece of Lazada’s carnival-themed “Match & Win” activation, designed to amplify buzz around its 6.6 sale, which runs from 31 May to 8 June 2025.

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