Pop Mart partners with Lazada to expand collectibles business in SEA

It is tapping into the region’s fast-growing blind box and collectibles trend.

Designer toy brand Pop Mart has partnered with Lazada to accelerate its growth in Southeast Asia, using the e-commerce platform’s LazMall to reach a broader base of collectors through exclusive drops, creator campaigns, and regional fan events.

Since joining LazMall in 2023, Pop Mart’s sales have grown more than fivefold, making it one of the platform’s fastest-growing toy brands.

The partnership gives Pop Mart access to Lazada’s AI-powered tools, fulfilment network, and affiliate creator ecosystem, helping the brand scale both reach and engagement across key markets.

In June, Pop Mart will launch two globally limited collectibles — MOLLY and Zsiga — and a second-generation SKULLPANDA plush, available exclusively via LazMall.

To meet demand, the brand will also increase stock and boost online visibility on the platform.

The global blind box market is projected to reach $38.4b by 2030, fuelled largely by Gen Z and millennial consumers.

Pop Mart is capitalising on this trend through digital innovations like live-streamed unboxings, data-driven product curation, and hyper-personalised shopping via Lazada’s AI-powered recommendation engine.

Using region-specific insights, Pop Mart tailors its offerings to local preferences. SKULLPANDA is most popular in Thailand, while DIMOO is a top seller in Malaysia. Across key Southeast Asian cities like Bangkok and Manila, 85% of orders are delivered within 48 hours and come in custom shock-proof packaging.

The partnership also extends to Lazada’s affiliate network, where over a third (34%) of Pop Mart’s LazMall sales now come from livestreamers, toy reviewers, and content creators who drive awareness and engagement through curated content and unboxings.

Moreover, Pop Mart and Lazada will bring their collaboration offline with the Lazada x Pop Mart 5KM Run in Singapore on 27 July. The event will feature an exclusive booth with limited-edition products, meet-and-greet opportunities, and interactive experiences.