Media Coverage|Licensing Magazine x Puremind: Building the Future of Adult Collectibles

The toy industry is experiencing a seismic shift. Adults are now its fastest-growing consumer segment—the “kidult” phenomenon has arrived. Driven by nostalgia, the desire for relaxation, and collectibles tied to pop culture, this demographic brings higher disposable income and year-round spending habits. By 2024, adults purchased more toys for themselves than any other age group, surpassing even preschoolers. This surge in demand is fueling an entirely new generation of products and companies.

Puremind was born from this wave. A group of passionate collectors united with a clear mission: create collectibles truly worth owning—made for kidults and staying faithful to the original stories fans love.

Company History

Founded in June 2020 by serial entrepreneur Derrick Xiong, Puremind launched with operations spanning China and the US from day one. The company’s mission was to create new forms of play for adults.

Xiong’s previous company, EHang, developed pilotless electric air taxis and went public on NASDAQ in December 2019 as the first listing in the urban air mobility sector. He brought that experience—building a company from zero to IPO, managing international operations, and cultivating relationships with top-tier investors—into Puremind, turning his personal passion into a business.

Starting with two offices—Guangzhou as the design hub and Irvine, California as headquarters—the company has grown dramatically. Today, Puremind’s design team exceeds 150 people, with offices in Hong Kong, the Netherlands, and the UK, a joint venture in Japan, and warehouses in the US and Germany. Since launch, the company has raised over $10 million from Sequoia Capital, Shunwei Capital, ZhenFund, and Lightspeed Venture Partners.

Mission and Approach

Puremind builds collectibles for adult collectors, distinguishing its products from children’s toys. While kids’ toys focus on functionality, collectibles celebrate pop culture and hold value over time, emphasizing emotional resonance, creative expression, and aesthetic appeal.

The company partners with both classic and emerging intellectual properties, designing products rooted in genuine fan connection—collectibles that stand out for their authenticity and value.

Product Portfolio

Puremind operates two brands: Pantasy, focused on building bricks, and Puremind, specializing in wooden construction sets and collectibles. The company has developed over 1,000 products across 50+ IPs, including Pokémon, Harry Potter, Dragon Ball, Demon Slayer, Jujutsu Kaisen, Peanuts, Moomin, The Little Prince, Naruto, Astro Boy, Game of Thrones, The Lord of the Rings, Minions, Mazinger Z, Saint Seiya, and more. Products reach consumers in China, the US, UK, France, Germany, UAE, Australia, Japan, Singapore, South Korea, and beyond.

The company’s Astro Boy Mechanical Clear Version launched in 2021 on T-mall, selling 10,000 units during pre-sale. It became the platform’s best-selling building brick set in 2022 and is now distributed globally through Costco across multiple markets.

In 2025, Puremind expanded significantly with a new line of wooden collectibles and major collaborations. The Harry Potter collection features interactive light, sound, and motion elements, scheduled for release in Europe. The company’s first Vinyl Plush line with Jujutsu Kaisen—affectionately called “Jububu” by fans—sold out within days at MINISO stores across the US. The Dragon Ball wooden collectibles, including the Tenkaichi Budōkai arena and Kame House, bring iconic scenes to life through detailed buildable models that immerse fans in legendary locations.

In 2026, Puremind plans to introduce over 10 new IP-led product series globally.

The Market Opportunity

According to market research firm Circana, consumers aged 18 and older spent $1.5 billion on toys from January through April 2024, overtaking three- to five-year-olds as the industry’s most important demographic. Over the past year, 43% of adults purchased toys for themselves, primarily for personal enjoyment, socialization, and collecting.

Xiong said:

“During the pandemic, everything changed. People spent more time at home and wanted companionship. That’s when I started collecting—and I realized I was one of millions. It created an exciting opportunity for the entire industry. A wave of truly innovative products launched during and after that period, and the market boomed again. It’s this new consumer demand that created room for companies like ours to thrive.”

Chinese Toy Companies and Global Markets

Born in China and the United States—the world’s largest toy market—Puremind operates at the intersection of culture, creativity, and scale. The global toy industry is undergoing a generational shift, with Chinese companies leading the transformation.

Crossing the $10,000 GDP per capita threshold marks a well-known inflection point for cultural and creative industries. China passed it in 2019 and reached $12,700 by 2022, fueling demand for cultural experiences and personalized consumption—the sweet spot for designer toys. Pop Mart’s global breakout with Labubu exemplifies this shift.

Today’s Chinese toy industry leaders demonstrate strength across multiple dimensions: design, supply chain, distribution, retail operations, and data-driven merchandising. High retail rents demand speed and constant iteration; market scale sustains operational excellence. This has produced a new generation of brands positioned to reshape the global landscape.

By contrast, many Western retail shelves remain largely unchanged from a decade ago. Consumer appetite for new categories and fresh IP remains underserved—a gap that Puremind aims to address.