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Minor International and POP MART unveil the 1st IP theme store in Thailand, marking a strategic milestone in the art toy culture

Thursday 08 February 2024 – Minor International’s retail business division, known as Minor Lifestyle, and the renowned art toy brand POP MART are thrilled to announce the successful launch of their first IP theme store in Thailand. This collaboration, initiated last year, has positioned the companies to drive the growth and influence of art toys in the country.

The first store, located at Central World and serving as the flagship, has witnessed exceptional success, capturing the hearts of fans and enthusiasts alike. Building on this phenomenon, the partners are gearing up to introduce the highly anticipated 1st Crybaby IP theme store at Central Ladprao, the number one lifestyle destination strategically situated in Northern Bangkok. This expansion is made possible through a strategic alliance with Central Pattana group, Thailand’s foremost and sophisticated retail property developer.

Crybaby’s popularity transcends borders, resonating not only for its inherent cuteness and unique character but also for the admiration it receives from the local Thai community. Created by a talented Thai artist being the one and only Thai artist in current collaboration with POPMART, Crybaby has emerged as a symbol of artistic and emotional excellence, captivating collectors both domestically and internationally.

The Crybaby IP theme store is a thoughtfully curated and designed retail space, not just solidifying the brand’s cultural presence but also cultivating a thriving art toys community in Thailand. Leveraging the combined strengths of Minor Lifestyle’s retail expertise and POP MART’s unparalleled IP development proficiency, this collaboration seeks to redefine standards in the art toy landscape.

The partnership emphasizes a steadfast commitment to enhancing brand culture through bespoke designs, offering an immersive experience for art toy enthusiasts, and fostering a vibrant sense of community. Minor International and POP MART are set to continue their expansion initiatives, further cultivating brand and IP love through innovative product launches, strategic marketing endeavors, and collaborative ventures.

As Minor International and POP MART continue to shape and elevate the art toy landscape in Thailand, this strategic collaboration symbolizes a shared vision for cultural enrichment, global expansion, and the elevation of art toys to new heights.


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