Pop Mart DIMOO and Disney jointly build glue plush pendants are very popular in the market
Recently, the DIMOO glue-elastic plush pendant jointly launched by Pop MART and Disney has become the focus of hot discussion on the entire network. With the strong alliance of cute design, limited-edition release strategy and the strong combination of the two major IPs, this cross-border cooperative product quickly ignited social media and e-commerce platforms. The following structured analysis of its popularity performance from the dimensions of market data, user feedback, sales performance, etc.
| platform | Readings of related topics | Discussion volume | Number of hot searches on the list |
|---|---|---|---|
| 120 million+ | 285,000+ | 5 times | |
| Little Red Book | 65 million+ | 123,000+ | 3 times |
| Tik Tok | #dimoo Disney 340 million views | Likes 4.8 million+ | Challenge TOP3 |
Note: The data statistics cycle is from October 1 to October 10, 2023.
1.Design Highlights: DIMOO's classic image combines Disney character elements (such as Mickey's ears and Donald Duck color combinations), and the glue + plush material enhances the feel and collection value;
2.Scarcity: The first batch of limited edition 50,000 sets, with a probability of hidden models only 0.5%, which stimulates fans to rush to buy them;
3.Co-branding effect: Disney IP’s global influence combined with the penetration of Pop Mart’s trendy toys, covering Generation Z to parent-child family users.
| platform | First place price (yuan/set) | First-time sales | Second-hand market premium |
|---|---|---|---|
| Pop Mart Tmall flagship store | 299 | Sold out in 3 minutes | Hidden model up to 2,000+ yuan |
| Dewu APP | - | Resale volume 2400+ | Ordinary model has a premium of 80% |
Through social media comment analysis, high-frequency words include:"Cute", "Unable to grab", "Hidden European style", "Preferred to Gifts". Negative reviews focus on"Scalpers raise"and"Slow delivery"(About 8%).
Hot data of other trendy toy co-branded models during the same period:
| brand | Joint IP | Readings on Weibo | First-time sales |
|---|---|---|---|
| 52TOYS | Pokémon | 68 million | Sold out in 10 minutes |
| Looking for a Unicorn | Sanriou | 42 million | Sales volume exceeded 10,000 on that day |
It can be seen that Pop Mart DIMOO× Disney has obvious advantages in topic igniting power and fan purchasing power.
1.The second-hand market continues to heat up: The price of hidden models may exceed 3,000 yuan;
2.Derivative content growth: Unboxing videos and DIY transformation tutorials will further drive long-tail traffic;
3.Brand strategy inspiration: High-recognition design + emotional resonance is still the key to the success of trendy toy joint branding.
In summary, Pop Mart's joint venture not only consolidates its leading position in trendy toys, but also acquires incremental users through Disney IP breaking the circle, providing the industry with a classic marketing case.
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