Pop Mart's New Blind Boxes Sell Out Fast, Spark Resale Frenzy

Pop Mart's latest blind box series, "Twinkle Twinkle Savor the Moment" officially launched at 10pm on September 29, selling out instantly across multiple platforms.

The new collection features individual blind boxes priced between 59 and 69 yuan (US$8.29 and US$8.43), while a full set of six plush keychains retails at 354 yuan.

According to Cover News, the series generated significant hype in the secondary market even before its official release, with all products exceeding the premium levels seen during the initial launch of the previously popular mini LABUBU series.

The hidden variant, "Little Bear Biscuit" plush keychain, stood out in particular. Originally priced at 59 yuan, it resold for as high as 929 yuan – a nearly 15-fold increase. Full sets of the series also surged from the official price of 354 yuan to 1,499 yuan, marking a 4.2-fold premium.

A toy seller revealed that the "Twinkle Twinkle Savor the Moment" series has already built a stable fan base. With its pre-National Day release and the rollout of pop-up stores in multiple cities, the brand aims to capitalize on the holiday shopping boom.

However, scalpers and industry analysts caution that Pop Mart's overall popularity may be declining. They note that the high resale premiums heavily rely on hype-driven marketing and speculative buying, pointing out that previous hit products have experienced significant price volatility.

Meanwhile, at the end of September, LABUBU saw a major restock, leading to a further decline in its secondary market prices. The once highly sought-after hidden figure "ID" of LABUBU 3, which previously resold for over 4,200 yuan, is now listed for as low as 580 yuan on secondhand platforms.

Price trends show that as recently as early September, the same item could still fetch around 1,000 yuan. Other non-limited regular editions have also fallen below their original 99 yuan retail price, dropping to under 88 yuan.