What Are Some Popular Blind Boxes in China in 2025?

In 2025, which collectible figures related to Chinese IPs performed exceptionally well?

1) Compared to previous years, the number of products with sales exceeding 10,000 or even 100,000 units increased significantly, indicating market expansion;

2) The phenomenal animated film *Ne Zha* at the beginning of the year, and *The Little Monsters of Langlang Mountain* during the summer, boosted sales for multiple brands;

3) The "endorsement" effect of celebrities further increased, prompting many trendy toy manufacturers to follow suit;

4)The categories and IP types of best-selling products became more diverse. Besides vinyl plush toys remaining popular, more keychains, cute beads, and candy toys made it to the top of the lists.

Best selling blind boxes with sales exceeding 100,000:

Sunny Sandy's "Ne Zha" series, Pop Mart's Tmall blind box vending machine (69 RMB limit), My Little Pony card fun pack fourth installment, SKULLPANDA's Light Weaving Garden series, ShyShy Rabbit's Shining World series, THE MONSTERS Coca-Cola series, ShyShy Rabbit's Little You series, SKULLPANDA's Sleepless Theater series, Bad Kids Kippo "Rebellious Paradise" series, Sunny Sandy's "Little Monsters of Langlang Mountain" co-branded figurines, Pokémon PTCG Sword & Shield Shining Energy Gift Box, SKULLPANDA's Winter Melody series, Miniso's Right Right Sauce Tilted Head Cute series, Pop Mart's "Ne Zha" Innate Bond series, CRYBABY Monster Tears series, CRYBABY Tears Factory series, THE MONSTERS' "Heart Code" series, TNT's online blind box machine usage, and Hirono x Le Petit Prince series.

These 20 products and their corresponding brands/stores demonstrate:

1) Douyin (TikTok) has incredibly strong traffic potential, making it suitable for boosting sales of merchandise based on popular IPs.

2) Douyin requires content-driven operation; otherwise, it may not be suitable for brands to accumulate followers.

Statistics show that SunnySend's Douyin flagship store reached 1 million followers in mid-March, with its "Ne Zha" figurine selling 720,000 units. Nearly ten months later, its followers have dropped to 930,000, and the product has sold 790,000 units.

3) SunnySend represents a short-chain model of "supply chain + IP licensing." This model will impact various brands in the IP derivative direction.

4) The "dark horse" AYOR TOYS, in its early stages, skipped the common incubation process for trendy toy brands, instead directly distributing existing IP products from other art toy companies. In less than six months, three of its products achieved sales exceeding 100,000 units.

The strategy of leveraging celebrity influence to launch products is increasingly being adopted by brands.

5) Brands like Miniso/TOP TOY and KK Group/X11 are gradually building their own IP portfolios through internal incubation, external contracts, or mergers and acquisitions.

Sales between 50,000 and 100,000 units include:

THE MONSTERS Weird Convenience Store series, Bubble Moe Pajama Dress-up series, Honkai Impact: Starry Sky Railway Q-version Stacking Game Part 2, SKULLPANDA Winter Rhapsody series, Dream Weaving Prologue series, Boonie Bears: The Best of Us Part 1, GISMOW Little Silly Bag series, WAKUKU Wakuku Momo Trendy series, Pop Mart Tmall blind box machine (39 RMB limit), miHoYo Tmall blind box machine (69 RMB limit), Meat Sauce MiNiA series, Flower Mountain Heart Moon Instant Camera Part 5 Gashapon Coins, SKULLPANDA Sleepless Theater series, Mickey Family Cute Together Keychain series, Star People We Are All Star People series, WAKUKU Fox and Rabbit Mischievous Diary series, THE MONSTERS 1 AM series, Honkai Impact: Starry Sky Railway Awoo Awoo series Chimera, DIMOO If Today Is the 8th of the Week series, DIMOO The following series are popular: Dream Inside and Outside, SKULLPANDA Door to Advance and Retreat, Finding MOKOKO, Rayan 2nd Generation Youthful Days, Crayon Shin-chan Re-loaded Food Toy Gift Box, Chihiro Stacking Cat Stepping on Number Moe Particles, Babo's Bakery Moe Particle Blind Box, and 52TOYS Zootopia Best Partners Series.

Among these, products like Fanquting GISMOW Little Silly Bag Series and Qimengdao WAKUKU Moe Trendy Fun Series have also become popular by collaborating with celebrities.

Other noteworthy products include:

1) "Little Nose's" "Big Energy": Bubble Moe Particle Pajama Dress-up Series, Honkai Impact: Starry Sky Railway Awoo Awoo Series, Meat Sauce MiNiA Series, Babo's Bakery, etc. Many moe particle and stacking toys are bestsellers.

2) Deepening cooperation between game IPs and product companies. For example, the Dream Weaving Prologue series is backed by Papergames and X11's co-creation of the DearNikki trendy toy brand. Honkai Impact: Star Railway "Awoo Awoo" series products are developed by Suplay, a company invested in by miHoYo.

Products with sales between 20,000 and 40,000 units include:

DIMOO WORLD × Disney series, Honor of Kings official gashapon machine, Funism Luo Xiaohei Daily Life series, Pop Mart Teletubbies series "Say Hello" figurine, Honey Jar 15th end keychain, Manga Box Crayon Shin-chan Sweet Dream Party Gift Box, DORA Fantasy Land series, DORA Zou Zou Animal Institute series, 123! Star Man Series, Q Baby Emotional Fluffy Monster Series, Playful Unlimited "Honkai Impact: Star Railway" Q Version Stacking Game Part 3, Hirono Echo Series Figurines, Finding Unicorn FARMER BOB Strange Guardian Series, Playful Unlimited Mystery Box Story Series Stacking Game Accessories Dressing Gashapon, HACIPUPU Gummy Bear Series, Code Name Kite [Soul World] Series, TOP TOY Sanrio Hello Kitty Summer Rainbow Candy Series, Pop Mart You Are the Most Precious Series, Pop Mart Lucky Cat Series Cute Blind Bags, Sunny Sandy Harry Potter Anniversary Doll, Fu Fu Tie Tie Dunhuang Bodhisattva Wisdom Root Figurine Blind Box, Baby Three Years Old Base Camp Incense Stickers, POP SUNDAY Flagship Store RELAX Watch Blind Box, Tiger Sticker Blind Box, Canned Pig Lulu Retro Teddy Toy Store Series, DIMOO A Cup of Wind and Moon Series, MEGA SPACE MOLLY 100% Anniversary Series 4, Code Name Kite Embroidered World Series Name Token · Moth Department The first wave includes the "Playful Infinite Cute Food Restaurant" series of stacking toys and dress-up gashapon sets, miHoYo's "Zero Zone" Bangbu Fruit and Vegetable Kingdom mini blind boxes, and Rayan's tactile draw games with online prize draws.

In this segment, we can see more diverse categories beyond vinyl plush toys. For example, the "Playful Infinite Wonderland" series of stacking toys and dress-up gashapon sets, Fufu Tietie's "Wishing" and "Good Luck" ornaments, POP SUNDAY's "Celebrity Style" watch blind boxes, and so on.