For decades, anime collectibles meant one thing: high-end figures locked behind glass. But walk into fandom-focused pop-culture and anime retailers across the U.S. today, and you’ll see a massive shift. Items that were once considered niche add-ons — plush bag charms, blind-box minifigures, and acrylic goods — are taking center stage as everyday decor. Now, the category is fragmenting.
Puremind, a newcomer to the anime-licensed collectibles space, is one of the companies betting on this shift. In late 2025, the company launched its Jujutsu Kaisen line across MINISO stores in the U.S. with multiple formats simultaneously. Within a week, shelves were empty. Unboxing videos flooded social media, and fans coined their own name for the soft vinyl characters: “Jububu.”
Beyond the Display Case
“The question for us is never just ‘Will this sell?’ It’s ‘Does this format add something genuine to how fans connect with the character?’ Different formats work for different moments, that’s just reality.”
— Derrick Xiong, Founder and CEO of Puremind
Take the Jujutsu Kaisen lineup, which treats fandom as an ecosystem rather than a single display shelf. The soft vinyl plushies combine the thrill of a blind-box reveal with everyday utility, designed to be clipped to bags and taken out into the world.
For fans who want a more hands-on experience, the buildable figures offer a satisfying 20-piece assembly process, complete with articulation so collectors can swap between dynamic poses on their desks. To capture the anime’s actual environments, multi-layered wooden gallery sets and magnetic mini art act as collectible freeze-frames, preserving iconic scenes as premium decor. Finally, acrylic standees and other goods round out the collection as an easy entry point.
It’s a blueprint that works, and Puremind is already expanding it. The company is applying this same lifestyle-driven approach across its massive roster of anime properties — including legacy staples like Naruto, as well as modern hits like Demon Slayer, Chainsaw Man, Frieren, and Dandadan — launching more than 10 new lines.
Expanding the Footprint
That philosophy is already translating into a successful expansion of its retail footprint. Following the rapid sell-outs of the Jujutsu Kaisen line at MINISO, Puremind quickly secured shelf space across North America’s most notable pop-culture destinations, including Hot Topic, BoxLunch, and Kinokuniya.
For retailers built on pop culture, the appeal is visible in the aisles: fans aren’t just staring at locked glass cabinets anymore. They’re shaking blind boxes, comparing plushies, and hunting for the exact piece to complete their collection.
Yet this anime-focused ecosystem is just one pillar of Puremind’s much larger operation. Operating across North America, South America, and Europe, the company has quietly built a portfolio of more than 50 global IPs, including heavyweights such as Pokémon, Harry Potter, and Peanuts.
Beyond soft vinyl and buildable figures, their product expertise extends to construction sets and intricate wooden puzzles. The same fan-first philosophy applies across every category and property: Start with how fans actually want to interact with the characters they love, then build the format around that.
“Jujutsu Kaisen gave us a great start to 2026. But it’s just the beginning. Every property we work with at Puremind pushes us to think differently about what fans want to hold, display, or carry with them. That’s where the next wave of innovation happens.”
— Derrick Xiong, Founder and CEO of Puremind
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