After the Hong Kong stock market opened today, the two leading stocks in the designer toy industry—BRICKLE (00325.HK) and POP MART (09992.HK)—both surged, with their share prices rising over 4% and hitting record highs. As of now, since the beginning of the year, BRICKLE has gained approximately 187%, while POP MART has risen about 173%.

(Image source: uSMART HK)

The rise of designer toys is largely driven by the emergence of a new generation of consumers, particularly Gen Z, who place greater emphasis on self-expression and emotional resonance. Blending artistic design with pop culture, designer toys offer collectible value and cater to young people's diverse needs in aesthetics, social interaction, and identity. Compared to traditional toys, designer toys carry richer cultural significance and creative expression. What began as a niche hobby has now evolved into a mainstream consumer trend, becoming a new growth engine in the cultural economy.

POP MART Surges to the Top as the Leader in the Designer Toy Industry

Since the beginning of 2024, POP MART has seen a powerful rally in the secondary market. As of the June 3rd closing, its stock had surged by an impressive 1,070.65%. During the trading day, its share price hit a record high of HK$235.6, before closing at HK$234, pushing its market capitalization to HK$314.2 billion, ranking 42nd among all Hong Kong-listed companies, surpassing many long-established consumer brands.

Behind the soaring stock price is POP MART’s outstanding performance:

2024 revenue reached RMB 13.038 billion, up 106.92% YoY

Adjusted net profit hit RMB 3.403 billion, up 185.86% YoY

Both gross margin and net profit margin saw significant increases, reaching 66.79% and 25.38%, respectively.

Multi-Brand Expansion Fuels Billion-Dollar Blue Ocean in Designer Toys

Beyond POP MART, other players in the designer toy market have also posted strong performances.

BRICKLE, known for its buildable designer toys, has seen its share price rise 173.07% since its January 2024 debut on the Hong Kong Stock Exchange, with a current market cap of HK$41.08 billion. In 2024, the company reported:

Revenue of RMB 2.241 billion (up 155.61% YoY)

Adjusted net profit of RMB 585 million, surging 702.1%

TOP TOY, the designer toy brand under MINISO, also achieved strong growth with:

2024 revenue of RMB 997 million

Pre-tax profit of RMB 92.43 million

In the collectible card segment, KAYOU stands out with even more explosive growth:

2024 revenue of RMB 10.057 billion, a YoY increase of 277.78%

Adjusted net profit of RMB 4.466 billion, up 378.27%

The company is actively preparing for a Hong Kong IPO

With momentum building across brands and segments, the designer toy sector is rapidly unlocking the potential of a hundred-billion-yuan blue ocean market.

How to Buy POP MART on uSMART

After logging into the uSMART HK app, click on "Search" at the top right of the page, input the stock code to access the details page and view transaction details and historical trends. Then click the "Trade" button at the bottom right, select the "Buy/Sell" option, fill in the transaction conditions, and submit your order.

(Image source: uSMART HK)