SMU Associate Professor of Marketing Hannah H Chang is unsurprised by Carousell's findings that middle-aged professionals in their 40s are driving the collectibles boom, as this group is often highly stressed with young children, ageing parents, and work responsibilities but is also financially stable enough to afford toys that offer emotional benefits. Assoc Prof Chang further links the rise of the Phenomenon of "kidults" to the demographic turning to toys for escapism due to economic uncertainties caused by the tariff wars. She noted that Pop Mart has ramped up production of small plushies that double as fashion accessories for both teenagers and adult women, while also catering to serious collectors with premium, value-in creasing figurines. She also praised Pop Mart's innovative digital feature, Pop Now, which replicates the tactile thrill of in-store blind box reveals in the online realm, a successful replication she has not seen elsewhere.
