Author: Ariel Landrum
Visit the Booth or the Pop-Up!
POP MART Booth #135 – SDCC Convention Center
Lottery Access via Comic-Con Exclusives Portal (open July 7–17)
Open Access Shopping Begins at 3:00 PM Daily
Nyota Signing with Artist KaKa – July 25 & 26, 2–3 PM
IT’SUGAR Pop-Up Shop – 450 5th Avenue, San Diego, CA 92101
Open Daily | July 24–27 | 10:00 AM – 9:00 PM
Why Collecting Matters—And Why POP MART Gets It Right
Collecting is not only a hobby. It’s also a form of geek culture joy. For many fans, it’s a way to connect to beloved characters, narratives, and shared experiences. It’s no surprise that in geek culture, collectible figures serve as both art pieces and memory keepers. POP MART, a global designer toy brand, has captured that emotional spark. And this year at San Diego Comic-Con, they’re amplifying it with exclusives, global firsts, and immersive activations that blend play, pop culture, and creativity.
The Psychology of Collecting in Geek Culture
Collecting taps into curiosity, creativity, and a sense of belonging. Whether it’s a shelf full of mini figures or a drawer of blind box wrappers, many collectors find calm and pleasure in curating their personal trove. For therapists, this is an opportunity: discussing collecting habits can open doors to conversations about identity, joy, and even regulation skills.
It’s important to differentiate collecting from hoarding. This distinction is crucial for clinicians when providing care to geek clients, and therefore needs to be approached with nuance. Collecting is typically organized, purposeful, and joyful. Hoarding involves distress, clutter, and impairment. When clients share about their collections, clinicians can listen for what the items represent: connection to childhood, a coping tool, a ritual of reward. Normalizing these interests, rather than pathologizing them, invites deeper reflection and rapport.
In clinical settings, hoarding is identified as a persistent difficulty discarding possessions, regardless of their actual value, leading to cluttered living spaces and significant distress or impairment. To assess this, clinicians can use the Saving Inventory-Revised (SI-R), a validated tool that evaluates clutter, difficulty discarding, and excessive acquisition. It’s crucial to distinguish between a cherished collection displayed with pride and behavior that causes emotional or physical harm, especially when working with neurodivergent clients or those from cultures where sentimental items hold deep generational meaning.
By understanding the difference between passion-driven collecting and clinically significant hoarding, clinicians can better support clients without prematurely labeling behavior as pathological. A mindful, affirming approach can highlight how collecting helps regulate emotions, establish a routine, and foster community connection.
This distinction is especially relevant at events like San Diego Comic-Con, where collectors come together to celebrate shared fandoms and creative expression. And with brands like POP MART at the forefront, the joy of collecting continues to evolve into something both playful and deeply personal.
Enter the Ultimate Play Stop: POP MART at SDCC 2025
POP MART is transforming Booth #135 into the “Ultimate Play Stop” from July 24–27. Fans will find two Comic-Con exclusives: DUCKOO Fountain Figure and Nyota Love is Armor Figure. They will also find four global first releases and a sneak peek at the Chucky Blind Box Series before its official launch.
Attendees can purchase top-selling figures from hit lines like LABUBU (The MONSTERS universe), SPACE MOLLY, SKULLPANDA, PEACH RIOT, and CRYBABY. The MEGA SPACE MOLLY HOT WHEELS 400%, Star Wars Bobble Heads, and POP BLOCK Pendants are sure to be hot-ticket items for collectors and newcomers alike.
To manage demand, POP MART will use the SDCC Exclusives Portal Lottery for high-interest drops. But after 3:00 PM daily, the booth opens to all, offering a second chance to snag fan favorites and explore their innovative Robo Shop.
POP MART x IT’SUGAR: A Sweet Collaboration in the Gaslamp District
Taking the experience beyond the Convention Center, POP MART is teaming up with IT’SUGAR for a one-of-a-kind pop-up shop in the Gaslamp District. From July 24–27, the IT’SUGAR storefront will host a mini POP MART takeover. Four beloved characters—PEACH RIOT, CRYBABY, DUCKOO, and Pino Jelly—will anchor this playful activation, featuring custom candy-making, exclusive blind boxes, free sticker sheets, and daily giveaways.
One highlight: a national sweepstakes for fans across the country to win a POP MART prize and an IT’SUGAR gift card, because collecting joy shouldn’t be limited to the con floor.
Why This Matters in Mental Health Spaces
For clinicians working with geek clients or fandom-focused youth, collecting figures like POP MART’s can become a bridge to deeper therapeutic conversations. Whether used as transitional objects, parts of ritualized coping, or even as elements in play therapy and narrative therapy, collectibles have the power to ground and inspire.
Therapists might ask:
- “What draws you to this character or collection?”
- “What does this figure represent in your story?”
- “How does collecting help you regulate or connect?”
These questions foster exploration of identity, resilience, and meaning-making. All essential ingredients in culturally competent and client-centered care.
Are you a POP MART collector or curious about getting started? Share a photo of your favorite figure or tell us what collecting means to you in the comments. And if you’re a clinician, tell us how you’ve used fandom or collecting in your work. Let’s keep building bridges between play and purpose.
