Beautiful Plants For Your Interior
Delving deeply into the emotional and experiential value of ips is becoming a new approach and trend in the trendy toy industry.
On May 31st, Pop Mart announced that its first building block product, “THE MONSTERS Forest Secret Base Series Building Blocks”, will be officially launched in mid-June. THE first set of building blocks selects one of its core ips, The MONSTERS, including five core scenes and bringing a large number of innovative gameplay. Bring consumers a unique immersive IP building experience.
The official launch of the building block business marks another firm step forward in one of Pop Mart’s core strategies, “groupization centered on IP”.
With the continuous expansion of theme parks, building blocks, games and even film and television content, the ips under Pop Mart are bringing consumers more diversified companionship and more immersive experiences, further deepening the emotional connection with consumers.
Some securities institutions have analyzed that China’s functional consumption has entered a stable development stage, while spiritual consumption is on the rise. As one of the carriers of spiritual consumption, the rapid growth of the industry scale has been jointly driven by three factors: the high demand for spiritual consumption after the per capita GDP exceeded 10,000, the Z generation, and the increasingly expanding audience and investment demands for trendy toys.
According to Frost & Sullivan, the global collectible toy industry market size grew from 8.7 billion US dollars in 2015 to 19.8 billion US dollars in 2019, with a CAGR of 22.8%. It is expected to reach 44.8 billion US dollars in 2024.
Endow the IP with more narrative sense
THE MONSTERS, as the first IP of the building block business, is one of the earliest trendy toy ips introduced by Pop Mart to the mass market. This IP was created by the internationally renowned trend artist Kasing Lung. The prototype comes from Kasing Lung’s picture book “The Elf Trilogy”, which itself has a very complete and touching story. Since last year, with the opening of the Pop Mart City Park and the hot sales of the new vinyl plush products, the popularity of the IP has continued to rise and it has a solid fan base worldwide.
THE MONSTERS Forest Secret Base series integrates the quirky traits of the IP character. The building blocks of this series contain five scenes: “Naughty Wooden House”, “Sweet Brewing”, “Rolling Gems”, “Jam Graffiti” and “Click Repair”. It tells THE story of the elves of THE MONSTERS family building a secret base with scattered building blocks in a mysterious territory.
For instance, in the “Naughty Wooden House”, LABUBU, holding a small wooden sword, took the lead in occupying the largest room and led YAYA and SPOOKY to carry out a thorough renovation from the inside out, building a unique wooden house. Each scene has a unique little story, which together build a complete secret base for the elves.
It is worth mentioning that each individual scene has a specially developed patented “box”. As part of the building blocks, it is more convenient to display the finished product, solve the storage problem, and can also be used like a cabinet to create your own building block wall.
Li Lin, the person in charge of Pop Mart’s building block business, said, “We set up visual displays and scene restorations based on the IP concept, thereby presenting the tones of different ips.” Using building blocks as the medium, endow the IP with more story-telling elements. It is hoped that what people assemble is not just a scene, but an art form with certain collection value. Not only is it good-looking, but it can also convey emotions.
It is understood that more ips will join the development of JIMuxian in the second half of this year, and there will be more innovative gameplay waiting for consumers to unlock.