Imagine spending R600 on a tiny toy… and not even knowing what it is until you open it. That’s the magic – and madness – of Blind Box collectables, a global trend that’s hit South Africa hard (we're looking at you Labubu). Thanks to brands like Pop Mart, Blind Boxes are everywhere, from niche toy shops to your TikTok For You page.
But with the hype comes confusion: Are the prices legit? How do you know what’s real or fake? And who in their right mind is spending thousands on a little vinyl figure? We spoke to Dean Pillay, the man who brought official Pop Mart products to South Africa, to unpack the blind box boom and how local collectors can navigate it.
So…what exactly is a Blind Box?
Blind boxes are mystery-packed collectables; you buy a sealed box without knowing which figure you’ll get. Each series contains multiple characters (and sometimes ultra-rare “secret” ones), turning every unboxing into a bit of a gamble. It’s part lucky draw, part lifestyle, part obsession.
“In Asia, people take this very seriously,” says Dean (who also distributes a range of other Blind Box brands). “They’ll bring kitchen scales into stores to weigh boxes and try to guess which figure is inside.”
Pop Mart in South Africa
What started as a personal collection quickly turned into a full-time business for Dean after he pitched to Pop Mart’s president at their flagship store in Taipei in 2021.
Now, Dean's company, Altitude, is operating bi-weekly shipments to keep up with demand, and he is preparing for a massive presence at Comic-Con Africa, with a 160sqm stand and live unboxing streams planned. It's a sign that collectables aren't just a trend, they’re part of a lifestyle.
“South Africa wasn’t even on Pop Mart’s radar,” says Dean. “Now we’ve got a seat at the table, and that’s something to be proud of.”
Ask any South African collector what they’re hunting, and the answer is usually one word: Labubu. But Labubu is just one mischievous member of a larger Pop Mart family called The Monsters. Collaborations with global franchises like Star Wars, Toy Story, and Deadpool have also boosted Pop Mart’s reach. Unfortunately, licensing laws mean not all global IPs are available in SA, sorry, Stitch fans.
When it comes to collector culture in South Africa, it turns out that the average collector isn’t a kid; it’s an adult. The core market is 18 to 40-year-old, often nostalgic millennials who now have disposable income to indulge their inner child.
“It’s about reclaiming the joy we missed out on,” says Dean. “Many of us weren’t allowed collectables like Pokémon cards growing up. Now we’ve got jobs, we’re buying what we love.”
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How to spot authentic Blind boxes
Counterfeits are a growing problem, and they can be hard to spot. Dean offers a few key tips for spotting the real deal:
-
Check the anti-counterfeit sticker.
Each Pop Mart box has a sticker with a QR code that should lead you to m-gss.popmart.com. You’ll input a unique code to verify authenticity. -
Inspect the figure.
In the case of Labubu, genuine vinyl figures have smooth, rotating joints (the body and feet should rotate 360°) and come with branding from the original artist. -
Look for a QR code on the actual figure.
This should match the one on the box. -
Count the teeth.
On characters like Labubu, the number of teeth can be a giveaway; fakes often get the detail wrong.
South Africa’s collectable scene is growing fast, with local fans trading, collecting, and building communities around their favourite characters. To support this, Dean and his team are developing a dedicated collectable platform where local collectors can swap or trade figures, verify authenticity, and connect with fellow fans.
“It’s one thing to collect these figures, it’s another to build a community around them,” says Dean. “We want collectors to have a space to engage, swap their doubles, and even unbox live together.”
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Where to buy Blind Boxes in Johannesburg
Stick to official distributors to avoid overpaying or ending up with fakes.
- NexusHub (Randburg)
- Wizards Collection (Edenvale)
- The Boring Cafe (Rivonia)
- Uniq at Montecasino (Fourways)
The blind box phenomenon may seem strange from the outside, but for collectors, it’s about joy, nostalgia, and connection. Whether you’re displaying your collection in a custom case or just chasing the thrill of the unknown, it’s a hobby that’s here to stay.
Just remember: know what you’re buying, buy from reputable sources, and don’t let FOMO lead you astray. Because at the end of the day, what’s in the box should be something you love, not what the internet told you to want.
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