Chinese toymaker Pop Mart has expanded its brand into the publishing world with the launch of its own pop culture magazine, Playground. The biannual publication debuted last week and features actress and singer-songwriter Leah Dou on its cover. Focused on the theme of social connections, the first issue showcases a blend of photography, comic art, and visuals that delve into the modern experience of communication and relationships among the younger generation.
Vicson Guevara, Pop Mart’s executive creative director and co-creator of the magazine, explained that the theme of social interactions was chosen because it resonates strongly with young people today. “Social media is one part of it,” Guevara said, “but so are real human relationships, which align closely with the values at the core of Pop Mart’s brand.” He added that the magazine seeks to foster meaningful connections between individuals and communities, enhancing the cultural impact of the company’s intellectual properties.
Playground is envisioned as a platform not only to strengthen the Pop Mart community but also to collaborate with admired artists and creators. Guevara emphasized that this move could unlock new creative possibilities for the brand both online and offline, offering additional value to existing fans while potentially attracting new audiences.
Founded in 2010 in Beijing, Pop Mart has experienced significant growth in the past year, largely driven by its original toy series The Monsters, inspired by Norse mythology. The brand has cultivated a strong following that includes global celebrities like Lisa from K-pop group Blackpink and members of the Thai royal family.
Financially, the company has seen remarkable success. In the previous fiscal year, Pop Mart’s revenue surged by 107% to 13 billion yuan (US$1.8 billion), while net profit grew by 188% to 3.1 billion yuan. Its overseas sales, which now account for nearly 40% of total revenue, increased by 375%, fueled by strong performance in Southeast Asia and North America. This growth momentum continued in the first quarter, with sales up 900% in the US, 605% in Europe, 350% across Asia, and 100% in China.
Despite a slight 2.07% dip in share price on Wednesday due to a discounted share sale by an undisclosed investor, Pop Mart continues to innovate. Playground magazine is now available through Pop Mart’s digital platforms, select retail outlets, and international bookstores such as Jetlag Books in Beijing and Casa Magazines in New York.
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