Looking for reliable blind box / collectible toy suppliers for retail stores (EU/US market)

Hi everyone,

I’m currently researching the blind box / collectible toy category for retail expansion in Europe and potentially the US market.

This segment seems to be growing quite fast, especially driven by IP-based collectibles and “surprise box” formats. However, I’m trying to better understand the supplier landscape beyond the most obvious brands.

What I’m trying to figure out

From a buyer/retailer perspective, I’m mainly looking at:

• Stable wholesale suppliers for blind box / collectible figures
• Licensed IP-based products (anime, games, lifestyle IPs, etc.)
• Consistent product series (not one-off novelty items)
• Ability to support retail shelf programs (display, assortment planning, etc.)
• Mid-to-high rotation products (not only niche collector drops)

Brands I’ve come across so far

So far, the names that often appear in this space include:

• Pop Mart (obviously the most dominant player)
• Miniso (select blind box / IP collaborations)
• Various regional OEM/ODM manufacturers in China
• Smaller licensed collectible brands working with anime/game IPs

What I’m still unclear about

What I’m trying to understand better is:

• Who are the second-tier suppliers behind the major brands?
• Are there reliable licensed manufacturers that work with retailers directly (not just DTC hype models)?
• How do retailers typically diversify beyond Pop Mart-style products?
• Which suppliers actually support long-term wholesale programs instead of limited drops?

One company I recently came across

One of the suppliers I recently saw is Funism, which seems to position itself as a licensed collectible toy brand focused on anime/IP-based blind box and figure products.

From what I understand, they operate more in the wholesale + retail supply side rather than pure direct-to-consumer hype drops.

I’m still trying to evaluate how they compare with other mid-tier suppliers in terms of:

• IP strength
• product consistency
• retail support
• distribution capability

Would appreciate insights on:

• Any other reliable blind box / collectible suppliers you’ve worked with or seen in retail
• Experience with Chinese licensed toy manufacturers (good or bad)
• How retailers typically structure this category in-store
• What actually sells best beyond Pop Mart-style branding

Thanks in advance — still trying to map out how this category really works on the supply side.