Viral products: Variable reward

6 viral products: Variable reward, traced from the first post to the peak with sources. 67% started on Retail. Median 760 days from first post to peak.

Cases
6
Median Spread Score
42
Most started on
Retail67%
First post to peak
760 days

By mechanic

All138Platform jump96Press loop83Scarcity drop79Controversy57Visible in use55Sell-out loop53Resale market31Dupe economy28Identity badge23Creator relay17Response chain16Transgression13Maker origin12Pairing11Real-world spectacle11Mystery & lore8Newsjacking6Variable reward6

Labubu

64
THE MONSTERS BIG INTO ENERGY SeriesOpen

$2.05B revenue

L.O.L. Surprise!

48
L.O.L. Surprise! Tots ball packaging in MGA's December 2017 product photo.

$3.5B revenue

LEGO Star Wars

42
A first-year 1999 LEGO Naboo Starfighter set

200M sold

Pokémon TCG Prismatic Evolutions

39
Official release-day notice for the physical expansion.

4M views

Funko Pop!

34
Conan O'Brien Pop! figures, Comic-Con exclusives, in their boxes

1B sold

Shopkins

34
Shopkins Season 1 character art

$1B revenue

More collections

Variable reward in every industry