Pop Mart Magazine Debuts in China — Other Countries Coming Soon

Pop Mart—the blind-box giant that turned mystery toys into a $6.5 billion global craze—is taking its fandom offline. On April 24, the company quietly began selling a broadsheet-style zine called PlayGROUND in 23 mainland stores, then teased an English-language version for U.S. and U.K. flagships. The move revives a six-year-old, members-only publication and tests whether collectors who obsess over vinyl figurines will do the same for ink-on-paper lore.

Pop Mart Sets April 24 Street Date—But Only for China So Far

The brand’s WeChat, T-mall and Douyin stores—and 23 bricks-and-mortar flagships in Beijing, Shanghai, Guangzhou and 20 other cities—went live with PlayGROUND at 22:00 CST on April 24, 2025. Retail price: ¥39.9 (≈ US $5.50) and one free MOLLY/LABUBU/DIMOO/SKULLPANDA wrist-chain per copy.