Research on the IP Operation Model of Trendy Toy Companies: A Case Study of Pop Mart

Jiaming Zhou ()
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Jiaming Zhou: Renmin University of China, School of Finance

A chapter in Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025), 2025, pp 1224-1231 from Springer

Abstract: Abstract This study examines Pop Mart's innovative IP operation model, which has positioned the company as a leader in China's booming trendy toy industry. Driven by shifting consumer values, particularly among Generation Z, who prioritize emotional engagement, self-expression, and community belonging, Pop Mart has redefined toys as cultural symbols through a dual strategy of original IP creation and strategic partnerships. By leveraging data-driven design refinement, scarcity-based blind box marketing, and a community-centric ecosystem, the company transforms niche collectibles into mainstream phenomena. Key to its success is the integration of cross-media storytelling, immersive offline experiences, and localized IPs that resonate with Chinese youth culture. While Pop Mart's model demonstrates strengths in agility and emotional connectivity, challenges such as regulatory risks, IP lifecycle sustainability, and global expansion hurdles remain. The research highlights the importance of balancing creativity with consumer insights, offering insights for industry players navigating the evolving intersection of culture, commerce, and technology.

Keywords: Pop Mart; Intellectual Property (IP); Trendy Toys; Blind Box Marketing; Gen Z Consumption (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-874-5_139

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