Unbox Your Feelings
Crying is often judged as being a weakness, but suppressing those tears is a proven driver of anxiety. The Crybaby movement challenges this outdated stigma by inviting the younger generation to embrace their full emotional spectrum.
It reframes crying not as a vulnerability, but as an act of emotional strength, empowering them to let both their happy and sad tears flow freely.
OOH
Digital OOH
Crybaby x NFC Tag
PopMart Crybabys now have NFC tags, so when two keychains meet, they “hug” and alert users on their phones. Fans can share a song, a message, or contact info... and maybe even make a new friend. It’s a playful way for Crybaby lovers to connect and step out of their comfort zone.
Ice cream has earned its reputation as a top-tier comfort food. To embrace this emotional connection, we will launch a limited edition Crybaby collection with unique flavors reminding us that it’s okay to cry, and every emotion deserves to be savored.
