U.S. Amazon 9-Month Toy Collectibles Ranking: Pokémon 30-Anniversary Cards Take the Top Spot

According to Chuhai Network, the U.S. Amazon 9-month toy collectibles rankings reveal a shift in consumer behavior: Bandai’s One Piece S.H.Figuarts action figure tops the sales revenue ranking at US$619 million, while two new Pop Mart series, Labubu 1.0, 2.0 and Hirono, break into the top ten. The sales volume ranking is led by Pokémon 30-anniversary celebration cards, with over 30 ten thousand units sold. Mattel’s three KPop Demon Hunters dolls, ZURU’s LED-equipped miniature blind boxes, MGA’s playable vinyl blind boxes, and Hot Wheels’ US$2 model cars also make the list. The key signal is that the price of entry is shifting from “scarcity of design” to “interactive play mechanisms and repeat purchases driven by collecting the full set.” Affordable blind boxes priced below US$25 that offer hands-on interaction are becoming a key source of growth. Labubu 4.0 declined, while 1.0/2.0 rose, confirming that the U.S. market has become less sensitive to premiums on new releases. Completing the full set has replaced chasing new releases as the purchase motive, and even World Cup exposure could not prevent Pop Mart’s leading IPs from entering a period of saturated consumer awareness.