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Top Toy's Great Power Fortune figures, which they hold the IP on, are on display. (Photo provided to CHINA DAILY)

Hello, dollies

China's collectible toy consumers are primarily aged 18 to 35, with Generation Z forming the core of the market, according to the Research Report on Pop Toy Industries 2023, jointly released by Xinhua News Agency and the National Academy of Economic Strategy at the Chinese Academy of Social Sciences.

Notably, over 60 percent of consumers are women who tend to focus more on the emotions and personalities conveyed by the collectibles. Consumption growth in second- and third-tier cities, now outpaces that in first-tier cities, revealing a trend of market expansion into broader demographics.

According to the 2024 Trend Toy and Figurine Economy Consumer Insight Report, collectible toys have evolved from simple stylized objects into cultural mediums for aesthetic connection and emotional expression.

Emotional value now drives consumer behavior, with 72 percent buying the products to relieve stress and find comfort. Sixty-one percent are drawn to the resonance of the storyline or characters, and 45 percent said the act of collecting brings a sense of accomplishment.

This emotional dimension of collecting has led many consumers to develop deeper relationships with their favorite figures.

Chun Feng, a curator in her late 30s from Beijing, has been a devoted fan of Pop Mart since she first went to one of their stores near Zhongguancun's Oumeihui shopping area about 13 years ago.

"Back then, there were quite a few large blind box stores in Beijing, but I think I was one of the early fans of the Molly and Labubu series," said Chun.

While she appreciates the popular Labubu and Zimomo lines, Chun admits she has a special affection for Tycoco — a shy, skull figure whose appearance and personality she finds charming.

Over the years, Chun has amassed thousands of blind boxes and collectibles. Nowadays her purchases are more selective due to space constraints.

"When I was a student and just starting work, I bought everything. Now, I only go for the collections I truly love," said Chun.

Her passion has influenced some of her friends who also began exploring collectible toys.

Chun has also embraced the social side of Pop Mart culture, attending offline exhibitions and events such as the Pop Mart City Playground (Pop Land) in Beijing.

Looking ahead, Chun is excited to continue growing her collection, especially the Labubu series. She hopes Pop Mart maintains its design integrity without compromising on quality or blindly pursuing collaborations.

"Though it's become a consumer product, for me it still holds the original charm — the seriousness and excellence in each series," said Chun.