Viral toy marketing: Variable reward

Cases
6
Median Spread Score
53
Most started on
Retail67%
First post to peak
760 days

By mechanic

All24Press loop16Scarcity drop13Resale market10Controversy10Visible in use7Variable reward6

Labubu

64
THE MONSTERS BIG INTO ENERGY Series

$2.05B revenue

Funko Pop!

60
Conan O'Brien Pop! figures, Comic-Con exclusives, in their boxes

1B sold

L.O.L. Surprise!

53
L.O.L. Surprise! Tots ball packaging in MGA's December 2017 product photo.

$3.5B revenue

Pokémon card boom (2020–2021)

43
Shiny Star V pack artwork, The Pokémon Company

Disney Lorcana

40
The Story Begins (Disney Lorcana TCG Teaser)

2.8B sold

Magic: The Gathering

31
CGC Pristine 10 Alpha Black Lotus

$1.72B revenue

More collections

Variable reward in every industry