THE WHAT? L’Oréal Paris has collaborated with collectible toy brand RobbiART on a limited edition collection featuring gift boxes and art toys, according to a report by Jing Daily.  

THE DETAILS The products feature red and gold packaging that represents prosperity, luxury and joy in Chinese culture, and were launched on the social media platforms Dewu App and Xiaohongshu. 

Both L’Oréal Paris and RobbiART team up with beauty KOLs and art toy collectors to share their unboxing videos and reviews on social media, with L’Oréal Paris Brand Ambassadors Zhu Yilong, Xin Zhilei, and Ju Xiaowen endorsing the collaboration.

THE WHY? The collectible toy market increased from US$970 million in 2015 to US$3.2 billion in 2019, with collectible toys becoming a top consumption trend for Chinese Gen Z and Millennials consumers. 

According to iiMedia the market will surpass US$11.7 billion in 2024.