Introduction
POP-Mart launched Chinese New Year blind box series celebrating the year of the Rabbit! 16 designs plus a secret CHASE in the series. The campaign also collaborated with TIKTOK which encouraged young KOC to dress themselves to the toys in blind boxes.
The campaign was immensely successful at gaining the attention of young Chinese consumers, attracting over 50,000 game-players within a month and garnering over total views of 16 million.