In 2025, the collectibles industry has evolved beyond mere transactions; it has become a realm where storytelling, community engagement, and strategic public relations converge to create lasting brand loyalty and cultural relevance. Brands that have mastered the art of PR in this space understand that it’s not just about selling products—it’s about selling stories that resonate with consumers on a personal level.
1. Pop Mart: Building a Global Community Through Narrative
Pop Mart, a Chinese retail brand known for its collectible figurines, has successfully expanded its reach beyond its home market by leveraging compelling narratives and community engagement. Operating over 500 stores and 2,300 Robo Shops across 30 countries, Pop Mart has cultivated a devoted fan base among 18-35-year-olds through social media and online engagement. The brand’s strategy includes limited-edition drops and mystery blind boxes, which have resulted in significant customer engagement and rapid sell-outs during exclusive product releases .
2. LEGO: Rebuilding Connections with Fans
LEGO’s “Rebuild the World” campaign continued to inspire creativity in 2024, targeting both children and adults. The campaign launched an interactive website where users could build virtual LEGO creations and share them on social media. Collaborations with schools and educators introduced LEGO creativity workshops, blending fun with education. Partnerships with influencers and creators showcased their own builds, inspiring followers to participate. The campaign resulted in over 10 million virtual builds and a 12% year-over-year increase in sales .
3. Topps: Celebrating Sports Icons Through Storytelling
Topps, a global sports card company, has embraced storytelling to celebrate sports icons and their achievements. The brand’s campaign introducing its sticker line for the UEFA Women’s Euro Championship featured a commercial following the career journey of Spanish player Alexia Putellas. The tagline “Every sticker has a story” resonated with fans, emphasizing the personal connection between collectors and the athletes they admire. The campaign ran on social and digital platforms during the tournament, effectively engaging audiences and enhancing brand visibility .
4. Coca-Cola x Star Wars: Merging Pop Culture with Collectibles
Coca-Cola’s collaboration with Disney and Lucasfilm for the “Refresh Your Galaxy” campaign exemplifies how brands can merge pop culture with collectibles to create compelling PR narratives. The campaign featured 30 limited-edition Coke bottle and can designs celebrating Star Wars characters. Additionally, the integration of augmented reality (AR) experiences allowed fans to interact with the designs in innovative ways. This fusion of collectible packaging and immersive technology generated excitement among fans and amplified the campaign’s reach .
5. Panini: Personalizing the Collecting Experience
Panini, known for its digital trading cards, has utilized data analytics to personalize the collecting experience for its users. By analyzing user behavior, such as team preferences and past purchases, Panini delivers tailored offers and notifications to collectors. This personalized approach enhances user satisfaction and encourages continued engagement with the platform. The integration of behavioral targeting in Panini’s marketing strategy demonstrates the effectiveness of data-driven PR in the collectibles industry .
The success stories of Pop Mart, LEGO, Topps, Coca-Cola, and Panini illustrate the power of strategic PR in the collectibles industry. By crafting compelling narratives, engaging with communities, and leveraging data analytics, these brands have built strong emotional connections with their audiences. As the industry continues to evolve, the importance of storytelling and community engagement in PR strategies will only grow, offering valuable lessons for brands aiming to thrive in the collectibles market.