Mystery sells. And when it comes to product marketing in 2025, few items generate buzz and excitement like a mystery box figurine. These collectible surprises are no longer just toys for fans. They’ve become powerful marketing tools used by brands to boost engagement, create repeat interactions, and leave a lasting impression.
If you’re planning your next promotional campaign, this blog will show you why mystery box figurines are worth unboxing.
What Is a Mystery Box Figurine?
A mystery box figurine, also known as a blind box collectible, is a toy or mini figure packaged in a way that conceals its identity until unboxing. Buyers don’t know exactly which character or design they’re getting, which creates an element of surprise and excitement.
These figurines usually come in series:
- Some are common and easy to get.
- Others are rare or “chase” editions that collectors covet.
- Limited-edition releases add even more exclusivity.
Brands use these mechanics to build collectability into their campaigns, transforming a simple purchase into an experience. It’s gamified marketing at its best.
Why They Work So Well in Marketing Promotions
1. The Surprise Factor Increases Engagement
When people don’t know what they’re getting, it triggers curiosity and excitement. This “unknown element” draws attention and encourages customers to participate in promotions, contests, or loyalty programs just to see what’s inside.
2. Encourages Repeat Interaction
Since each mystery box holds a different figurine, people are naturally inclined to collect them all. This encourages repeat visits to stores or websites, creating long-term engagement, not just one-time interactions.
3. Perfect for Social Media & Unboxing Content
Mystery figurines are made for TikTok, Instagram, and YouTube. Influencers and customers alike love sharing unboxing videos, which spreads your brand’s reach organically.
4. Works for Any Brand with a Mascot, Product Line, or Campaign Theme
Whether you’re launching a seasonal campaign, promoting a new product, or building brand awareness, mystery figurines can be fully customized to reflect your brand story.
Marketing Use Cases for Mystery Box Figurines
Case Study: How POP MART Turned Labubu into a Global Collectible Icon
One of the most successful examples of using mystery box figurines in brand marketing comes from POP MART, the Chinese toy giant that helped define the blind box culture in Asia and beyond.
Their collaboration with artist Kasing Lung on the Labubu character transformed a quirky monster into a global collectible obsession.
Key Strategies POP MART Used:
- Blind box series releases with 12+ characters and rare “chase” figures
- Art toy positioning to appeal to adult collectors and Gen Z audiences
- In-store vending machines and online drops to gamify the buying experience
- Community-driven marketing via Weibo, Instagram, and pop-up events
What makes Labubu a brilliant case study is how POP MART didn’t just sell toys. They built a collector’s culture. Labubu fans queue for hours, trade online, and treat each figurine as art. The emotional value drives repeat purchases, brand loyalty, and viral buzz.
Key Takeaway for Marketers:
You don’t need a global IP to succeed. With the right design, packaging, and roll-out strategy, your brand mascot or campaign figure can become just as collectible within your target market.
Customization Options to Fit Your Brand
ODM Group helps businesses create fully tailored mystery box figurines from concept to final packaging. Here’s what’s possible:
Character Design
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Mascots
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Mini product replicas
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Seasonal or campaign-themed characters
Materials
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Vinyl, resin, or eco-friendly plastic
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Choose based on durability, price point, and finish
Packaging
- Blind boxes with printed designs
- Eco-friendly kraft boxes with brand logos
- QR codes or checklists to track collectible series
Why Brands Love This Format
Beyond just being cute and collectible, mystery box figurines offer real marketing value:
- They grab attention in crowded spaces
- They drive user-generated content (UGC)
- They increase perceived value at low cost
- They turn casual customers into fans
And when produced right, they leave a lasting impression that basic giveaways can’t match.
A Small Product with a Big Impact
Mystery box figurines are more than trendy toys. They’re tools for engagement, storytelling, and brand-building. When used strategically, they help brands cut through the noise with something customers actually want to keep and talk about.
So if you’re looking for a fun, creative way to energize your next marketing campaign, maybe it’s time to think inside the box.
Want to launch your own mystery figurine campaign?
Talk to ODM Group about sourcing, design, and custom production today.
Frequently Asked Questions
How long does the entire process take?
The process is split into different stages and depends on the type of product you would like. It can take up to a few months or longer (3 – 4 months normally), depending on whether sampling is needed, if a new mould needs to be made, among many other factors.
What is the Minimum order quantity (MOQ)? Can I order less?
Every product has a different MOQ depending on different factories. However, the MOQ is just a recommended quantity and can be adjustable in some situations as a solution can be found.
How do I make a mould?
We will find a factory to create a mould for you and for your production. They will create a mould for you but this means that you will be committed to them and cover the cost of the mould.
Can I get a sample? If yes, what is the sample policy?
Yes, you surely can! Samples are available on nearly every product. There are a lot of different samples such as material swatches which are used to approve the materials being used, prototype sampling which shows a product which is similar to the clients, and reference sample which is a previously made product to refer to but is not directly customised for the client.
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